50+ Eye-Opening Branding Statistics - 2021 Edition

ByIvana V.
October 04,2021

In the consumer society we live in, people are constantly bombarded with different products and services - from the moment they get up until they go to sleep, across different devices, and in real life.  A young company emerging in such a tough market can find it difficult to establish itself.  

And that’s where branding comes in. The primary purpose of branding is helping businesses stand out from the competition. Branding your company means sharing your brand values with customers and creating trusting relationships with them.

Top Branding Statistics (Editor’s Choice)

  • It takes 5 to 7 impressions for people to remember a brand.
  • Color improves brand recognition by up to 80%
  • 73% of consumers love a brand because of helpful customer service.
  • Presenting a brand consistently across all platforms can increase revenue by up to 23%. 
  • 1/3 of the world’s top 100 brands include the color blue in their logos.
  • 72% of the best brand names are made up words or acronyms. 
  • Brands with poor company branding pay 10% higher salaries.
  • Over 70% of brand managers consider building an audience more important than converting sales.
  • 89% of shoppers stay loyal to brands that share their values.
  • Brands that blog generate 67% more leads.

General Branding Stats

82% of consumers feel more positive about a brand after reading customized content.

(Demand Metric)

Creating meaningful content and publishing it on a regular basis is an excellent way to improve brand visibility and convey your company values to existing and potential consumers alike. A vast majority of people are left with positive emotions after reading content published by the brands they follow.

61% of people are more likely to buy from companies that deliver unique content.

(Contently)

On top of making your customers feel good, one of a kind content will inspire them to make a purchase. Contently’s stats about brand voice show that shoppers are more likely to buy products and services from brands that have a unique voice and share their content regularly.

94% of customers are likely to show loyalty to a brand that offers complete transparency.

(Label Insight)

A consumer behavior study which included 2,000 respondents suggests that people are significantly more loyal to brands that are transparent about different aspects of their business. When it comes to food and personal care products in particular, consumers value companies that are honest about the ingredients they use, Label Insight’s brand loyalty statistics inform.

On average, it takes 5 to 7 impressions for people to remember your brand.

(Pam Moore)

You need to put your brand out there for people to recognize it. With a plethora of brands on the market, people need to see your logo more than 5 times to be able to connect it with your company. We suggest taking advantage of social media and professional branding techniques to send a consistent yet dynamic brand message to consumers every day.

73% of consumers love a brand because of helpful customer service.

(Curatti)

As Curatti’s branding statistics remind us, a brand is made up of the sum of experiences people have with your company. Friendly and helpful customer service contributes greatly to forming a positive impression on customers, with almost three-quarters saying they love a brand precisely for that reason.

13% of consumers would pay 31-50% more for your products or services if they were under the impression that your business is making a positive impact on the world.

(Customer Thermometer)

Brand impressions matter, there’s no doubt about it. But did you know you can capitalize on promoting the values consumers view as upstanding? When a company cares about the environment, consumers don’t mind paying more for its products or services - in some cases up to 50% more.

73% of people prefer brands that personalize the shopping experience.

(WP forms)

If you are uncertain about what keeps customers coming back to some brands, we’ll let you in on the secret. People love a personalized shopping experience. Sending customized emails and offering special deals based on your customers’ previous purchases is perceived very well by the majority of modern shoppers.

Color improves brand recognition by up to 80%.

(Forbes)

Cultivating a brand image is fairly simple. Consistently using one color palette on your logo, products, digital content, and promotional material can drive your brand recognition up by as much as 80%.

But what is brand recognition? It’s the extent to which customers can correctly identify a brand when seeing a logo, a product, or anything else previously mentioned.

Presenting a brand consistently across all platforms can increase revenue by up to 23%.

(Forbes)

If your product packaging, social media posts, website, and promotional material send a uniform message about your brand identity and its core values, you are more likely to cash in. The importance of brand recognition comes down to higher revenue.

62% of consumers share online deals with their friends.

(WP Forms)

Offering great deals online can be the solution for businesses dwelling on how to grow their brand exposure. When you offer irresistible discounts online, more than 60% of people will be compelled to share them with their loved ones. Attractive online deals can increase your brand visibility - and fast.

64% of women and 68% of men have felt an emotional connection with a brand.

(Consumer Thermometer)

Strong branding provokes emotions, and no one is immune to this effect. Interest, trust, and optimism are the top three feelings people experience in relation to the brands they prefer. If you stir up such feelings with the products you offer, you have a shot at gaining loyal customers.

39% of consumers would start using a brand if it offered full product transparency.

(Label Insight)

The fact that over a third of consumers are open to using a new product provided it offered full product transparency is a testimonial to the importance of brand honesty.

59% of shoppers prefer to buy new products from the brands they trust.

(Invesp)

Yesterday’s successful branding efforts can help you launch new products today. If you had previously gained the trust of your customers, you’ll have no trouble introducing new lines of products, as almost 60% will be willing to try them out.

38% of moms are more likely to purchase products and services from brands other women “Like” on Facebook.

(Invesp)

According to Invesp, moms trust brands other women recommend on Facebook by liking them. Over a third of moms would buy products and services from brands deemed trustworthy by other female Facebook users.

(The Coca-Cola Company)

Brand recognition statistics published by the Coca-Cola Company indicate that pretty much every adult on the planet is familiar with their logo. The simple red and white color scheme and cursive font have earned the beverage company a global reputation and off the charts recognition.

54% of consumers would like to see more video content from brands they support.

(HubSpot)

A HubSpot study that included 3,000 respondents reveals video content is the most engaging. More than half of the people surveyed indicated they wanted to see more video content from the brands they support, followed by interactive articles and social content.

Consistently presented brands are 3.5 times more likely to enjoy excellent brand visibility than those with an inconsistent brand presentation.

(Demand Metric)

Brand consistency statistics published by Demand Metric suggest uniformly presented brands are 3.5 times more visible to customers. If people are aware of your product and know what your brand stands for, they are more likely to purchase items you produced. As simple as that.

63% of people pay particular attention to brands when choosing a smartphone.

(Statista)

According to Statista, people consider brands a vital decision-making factor when selecting a mobile phone. The same survey suggests that the importance of brands can’t be overlooked when choosing clothing items and tech gear either.

During the holiday season, 44% of US consumers give gifts purchased from brands they are loyal to.

(Kettle Fire)

As Kettle Fire’s brand stats reveal, almost half of all US consumers turn to their favorite brands when the holiday season comes. Companies that provide excellent products and nourish client relationships during the year get rewarded with increased profits.

86% of consumers prefer an authentic and honest brand personality on social networks.

(HubSpot)

There’s no question about whether modern shoppers enjoy learning all about the brands they love through social media. The answer is definitely yes, and companies already know it. But HubSpot’s brand statistics show most people strongly favor brands that are authentic and honest online.

53% of businesses rely on content marketing as a branding strategy.

(SmallBizTrends)

What is company branding without content marketing nowadays? Not much. More than half of businesses use carefully curated content to grab their target audience’s attention and brand themselves. Video material, blog articles, research, infographics, product reviews, and interviews are different types of content companies turn to most frequently.

1/3 of the world’s top 100 brands include the color blue in their logos.

(Design Buddy)

We have already established that color matters in creating a brand’s visual identity and that sticking to one is preferential. It’s also worth mentioning that the color of the ocean is a common denominator for the top 100 most recognizable brands. Design Buddy’s logo statistics show as many as 33% of the world’s most known brands use some shade of blue in their logos.

77% of B2B marketers say branding is crucial for growth.

(Circe Research)

Whether consumers or businesses are your target group, branding helps companies grow. According to Circle Research, almost 80% of B2B marketers agree that without it, their businesses couldn’t expand and develop.

Music can increase brand favorability by 46%.

(Man Made Music)

Most marketers focus on creating a visual identity for their brand. But have you considered sonic branding? If you add a characteristic sound to your brand, you could practically double your profit. Audio branding statistics by Man Made Music show consumers will be 46% more likely to choose your brand over the competition if you associate a recognizable tune with it.

77% of people refer to certain items by brand names.

(Crowdspring)

How many times have you asked for a Kleenex when you wanted a tissue? And have you noticed almost nobody says tablet anymore. We all refer to it as an iPad. How come? Some companies branded their products so well that they became commonplaces. Crowdspring’s brand awareness statistics suggest 77% of consumers use brand names instead of the names of actual objects when they speak.

(Crowdspring)

There are many criteria for a good logo. It needs to be simple, yet effective. It must be unique. Relating it to your brand needs to be a breeze. It has to grab the attention of consumers for 10 seconds so they could memorize it.

82% of investors say name recognition is an important factor guiding them in their investment decisions.

(Global Banking & Finance Review)

If you are relying on business investors in order to grow your company, you should know that more than 80% take brand name recognition into account when making an investment decision.

72% of the best brand names are made up words or acronyms.

(Crowdspring)

When we think of wildly successful brands with made up names, Google comes to mind first. The search engine got its name thanks to a misspelling of the world googol used in math to signify a very large number (1 followed by 100 zeros). The name was supposed to indicate the vast amount of information that can be found through it.

The top 4 qualities people use to describe why they are loyal to a brand are cost, quality, experience, and consistency.

(Facebook)

Brand stats revealed by Facebook after surveying 15,000 consumers indicate there’s a winning combination of factors people find appealing in brands which keeps them coming back. The research findings suggest consumers want quality products they can afford and a consistent experience with a brand every time they interact - it doesn’t matter through which channel of communication.

Employer Branding Statistics

Over 90% of people would consider leaving their job if offered a position in a company with an outstanding corporate reputation.

(Everyone Social)

There are many advantages of branding. The ability to attract talented employees to your company even if the people you’re interested in are already working in a different, less renowned corporation is one of them. A staggering 92% of respondents would at least consider jumping ship if offered a job in a company that branded itself as a good place to work at.

55% of job seekers say they abandoned a job application after reading a negative review about the employer.

(Career Arc)

On the other hand, creating a negative employer brand can cost you. Talent acquisition will be a challenge for a company with a bad employer reputation. Job seekers trust internet reviews of former employees, so try to end things on a good note when letting someone go.

(Lyfemarketing)

Your reputation as an employer matters. Once you establish your brand, you will be in a position to hire quality candidates without much effort. People will want to work for you because they relate to the brand you created. The many benefits of branding include the opportunity to find and train new staff affordably.

82% of people are more likely to trust a company whose senior executives actively use social media.

(CEO Hangout)

A vast majority of people will be more trusting of a company if its high-ranking employees have a social media presence. Naturally, in order for senior executives to contribute to company branding, they need to mention their place of work in a positive context in their posts.

69% of employers are working on employer branding strategies with their marketing teams.

(Career Arc)

Almost all business owners understand how important it is to create a positive work environment and spread the word about it. That’s why almost 70% of employers have already rolled up their sleeves and begun working with their marketing departments on this task and another 18% plan to start this year.

Only 21% of candidates would apply to work in a company that has a one-star rating on an employer review website.

(Career Arc)

Career Arc warns that if you gain a negative employer reputation, your talent pool will shrink to a fifth of its actual size. This stat really makes you think of the importance of branding, doesn’t it?

62% of job seekers change their perception of a company after seeing an employer respond to a review.

(Glossador)

However, your bad employer rating is not set in stone. According to Glossador, all it takes to change how job seekers view you as an employer is responding to a review. It’s reassuring to learn that 62% of people are interested in hearing both sides when forming an opinion.

Brands with poor company branding pay 10% higher salaries.

(Smart Dreamers)

If you think business branding is insignificant, think again. Not only will you find it more challenging to find new employees and retain existing ones if you maintain a poor company image, but you’ll also pay 10% more in salaries.

7 out of 10 hashtags on Instagram are branded.

(AdEspresso)

How to increase brand recognition? Both small start-ups and large enterprises use social media to this end. That’s why branded hashtags represent the majority of all Instagram hashtags. Form part of the branded hashtag movement to increase your brand name recognition.

55% of recruiting specialists around the globe have a proactive strategy for presenting their companies as desirable employers.

(LinkedIn)

Research conducted by LinkedIn reveals more than half of HR managers around the world diligently work on promoting their workplaces as attractive. If you’re in the other half, get down to business as soon as possible.

Social media (47%), company career website (21%), and marketing and advertising (12%) are the top three investments for growing an employer brand.

(Jobvite)

Almost half of the recruiters recognize the importance of social media in creating a positive company image. Potential new hires use Facebook, LinkedIn, and Instagram to get to know an employer before applying for a job, so pay attention to the message you’re sending about your corporate culture and make sure it aligns with your brand values.

Value Branding

77% of marketers feel branding is a crucial factor in future growth.

(Circle Research)

Marketers are well aware of the fact that a business needs to create a brand around which advertising efforts would revolve. In order for your company to grow, it’s critical to create a brand that customers can relate to.

Over 70% of brand managers consider building an audience more important than converting sales.

(Bynder)

It might seem odd to make driving sales a secondary goal, but as most brand managers already know - building an audience and establishing trust is a great branding strategy. It will eventually lead to sales conversion and customer loyalty.

43% of customers spend more money on brands they are loyal to.

(Fundera)

You may have been wondering: why is branding important in sales? Well, here’s your answer. Almost half of consumers express their loyalty to the brands they love by spending more money on their products than on those of the competition.

62% of consumers would boycott a brand that politically offends them.

(Consumer Thermometer)

As Consumer Thermometer’s study reveals, bad branding can have detrimental consequences for your business. Avoid expressing your personal opinions and political views through your brand unless you want to lose customers who don’t agree with them.

89% of shoppers stay loyal to brands that share their values.

(Fundera)

Why is brand value important? Because 56% of consumers stay loyal to brands that “get them,” and 89% of customers are loyal to brands that share their values. If the core values of your brand align with your customers’ values, you can count on them coming back to your products and services.

94% of people said they’d be highly likely to recommend a brand they were emotionally engaged with.

(Gensler)

Brand positioning statistics published in 2018 reveal that when a brand establishes a positive emotional connection with its customers, it has successfully positioned itself. What’s more, it can count on an astonishing 94% of those customers recommending it to other potential ones.

Only 48% of employees believe their leadership team, corporate communications, HR and marketing departments all speak about their brand with a unique voice.

(Exchange)

Corporate branding is all about creating a consistent brand image. It differs from product branding, where the goal is to distinguish a single product. To carry out this task successfully, large corporations need to start with their own employees. Communicating the values of their own brands to all the workers is the first step to consistently presenting a brand to the public.

Brands that blog generate 67% more leads.

(BrandBuddah)

Posting blogs on your company website can do your business a world of good. It is a fantastic way to emphasize your brand values, spark a conversation with your existing customers and draw new ones in. BrandBuddah suggests companies that blog on a regular basis boast 67% more leads than their counterparts that don’t share blog articles.

Small business branding

73% of small businesses invest in social media marketing as part of their branding efforts.

(The Manifest)

A 2019 study by the Manifest reveals that social media channels like Facebook, Instagram, and Twitter is the preferred branding method of small businesses. Branding via social media is popular with three quarters of small companies due to low costs involved and a wide reach of potential customers.

95% of small businesses intended to increase their marketing budgets in 2019.

(Smallbiztrends)

Branding and marketing are intricately connected. Your branding efforts won’t mean a thing if you don’t advertise them, and small businesses are aware of this. According to branding stats 2019 revealed by SmallBizTrends, nearly all small-business owners plan to increase their marketing budgets for this year.

34% of small businesses invest in video marketing.

(The Manifest)

Using video material to communicate your company’s key values and to engage with your customers is an effective way to brand y*our business. However, only a third of small businesses use video to this end.

64% of consumers purchase a product after watching a branded video on social networks.

(Forbes)

If you’re uncertain how to create a brand for your small business, here’s a little hint - video content on social media. Use Instagram Stories, product demonstrations, short branded ads, and influencer reviews to inspire people to buy from your brand. According to Forbes, creating consumer impressions through social media videos can generate a lot of leads.

More than 80 million small businesses use Facebook every month.

(Hootsuite)

A staggering number of small businesses has tapped into this network’s amazing potential. And their number keeps growing year after year by 23%, according to Hootsuite. SMBs use the social network to promote themselves and their offers, stay in touch with clients and share customized content.

How to build a brand?

After you’ve read our branding statistics,we hope you have an idea of the necessary steps, but here’s a recap, just in case.

Defining your company values is the first step to branding triumph. After that, you need to convey those values clearly to all your employees. Once everyone is on the same page about your branding strategy, you can go out and spread the word, unanimously.

With the huge popularity of social media, don’t forget to represent your brand on the channels your customers frequent. It can bring you a lot of exposure and new leads.

Sources

About the author

Ivana is a staff writer at SmallBizGenius. Her interests during office hours include writing about small businesses, start-ups, and retail. When the weekend comes, you can find her hiking in nature, hanging off of a cliff or dancing salsa.

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Not too long ago it would have been difficult to imagine sales reps who didn’t have face-to-face meetings with potential customers. But the world has changed. Everything about the way we travel, work, and spend looks different today.    The latest sales statistics highlight some of the market turmoil caused by the pandemic while showing the acceleration of digital transformation as well as promising growth trends and soaring sales figures in individual industries. The following stats will walk you through specific sectors and point out some of the more surprising and interesting sales facts. Salest Statistics Breaktown - Editor’s Choice: AI adoption by sales teams rose by 76% since 2018. An average of 18 calls is needed to connect with buyers. 60% of contacted buyers reject the offer four times before saying yes. 57% of people prefer buying from sales representatives who don’t hassle them. Handgun sales in October 2020 rose by 65% when compared to the same period in 2019.  Video game sales amounted to $4.93 billion in July 2021, marking a 5% year-over-year increase. Toilet paper sales and fun facts about spending in the US show that demand for this product rose by 845% in 2020. 60% percent of sales reps increased their number of virtual meetings since 2015. (Salesforce) Even before the pandemic, virtual sales were on the rise, with many sales representatives reporting that they touch base with prospective customers and existing clients via video chat rather than traveling to meetings and lunches. Perhaps unsurprisingly, 62% also said they spend more time on their computers, tablets, and smartphones than they did a few years ago. These sales trends tell us that virtual selling is here to stay.        AI adoption rose 76% since 2018, with 37% of sales teams now using it. (Salesforce) As is the case in many industries, the acceleration of the digital transformation process is evident in the sales sector. Artificial intelligence or AI is one of the technologies that’s being rapidly adopted, with 37% of sales teams implementing these advanced tools globally in 2020. That marks a 76% increase since 2018. According to recent sales statistics, 77% of sales leaders and 84% of sales ops professionals claim their digital transformation has become more rapid since 2019. The AI tools also help power CRM software, which is crucial for managing customer relationships.  The use of smart sales tools has gone up by 300% since 2017. (Membrain) The substantial increase in both the types and the use of sales technology tools is being fuelled by online purchasing. Sales stats from 2017 reveal that most organizations at the time used only two main tools: CRM software and online meeting tools. Two years later, leads list/database, social selling, account targeting, and skills training and recruiting were added to the list. With six tools in regular use, the sales sector started to see more opportunities for leveraging technology to better cater to customers.  91% of consumers would like to see interactive content in marketing emails. (Hubspot) A Litmus report dubbed 2021 State of Email reveals most respondents feel that only interactive content in marketing emails can get their attention. However, only 17% of marketers actually use such content when advertising their products or services. Depending on your target audience and relevant sales information and analytics, you can add interactivity into your emails by including an embedded video, animated GIFs, a form, faux video, or carousel. Think about creative SMS content, too, or employ mass text software to help you create one with catchy phrases.  An average of 18 calls is needed to connect with buyers. (Gartner) Reaching potential buyers isn’t always easy. Consumers are generally suspicious when it comes to calls from sales reps and tend to avoid them by hanging up or not answering the phone at all. Likewise, only 23.9% of sales emails are opened, and others usually end up in a bin. The sales numbers indicate that more investment is needed into technologies that help locate potential buyers and improve the quality and quantity of communication. 60% of all contacted buyers reject the offer four times before saying yes.  (Invesp) Follow-up calls can make all the difference. But almost half of the salespeople (48%) never make a single follow-up attempt. Statistics that expose this passive trend among sales reps also indicate that consumers tend to change their minds if called at least four times. An astounding 60 percent of contacted prospects agree to buy a product or service during the fifth call, according to sales follow-up statistics compiled by the US consulting company, Invesp.  57% of people prefer buying from sales representatives that do not hassle them. (Invesp) Even though follow-ups are essential for convincing customers to purchase your product, more than half of the respondents said they prefer buying from sales representatives who aren’t too pushy. Salespeople have a reputation for hassling potential consumers, and these figures show that they would improve their chances of making a sale if they change their approach.  70% of businesses agree that retaining customers is cheaper than acquiring new ones.  (Invesp) Prospecting statistics reveal that even though most newly established businesses have to focus on acquiring new customers, the long-run focus should be on retaining them. Namely, it costs five times as much to gain a new buyer than to keep an existing one. Unfortunately, despite the convincing figures in favor of focusing on retention, only 40% of companies and 30% of agencies cultivate the same approach to acquisition and retention.  The American auto industry was showing signs of recovery in the summer of 2021, with nearly 1.2 million cars sold in July. (Goodcarbadcar) Following a sharp decline that saw sales plummet from 17 million in 2019 to just a little over 14.5 million in 2020, the car industry started showing signs of recovery by mid 2021. But according to United States car sales statistics, the positive trend failed to extend into the spring, with only 589,743 automobiles sold in October. Those are the lowest monthly sales figures in years.  California accounts for the highest number of car sales in the US. (Statista) Research from 2019 shows that the state of California registered more than 14.8 million automobiles that year alone. The state is also the biggest market for electric vehicles, plug-in hybrids, and for used car sales. Statistics by state reveal that Texas had the second-highest number of automobile registrations, with just over 8.3 million cars registered. Texas is followed by Florida (7.8 million) and New York (4.4 million). Handgun sales in the US in 2020 rose by 65% compared to 2019. (Statista) The US gun industry is having a good pandemic, with Americans buying handguns in record numbers. Research shows that in October 2020, around one million handguns were sold, marking a 65% increase compared to the same period in 2019. Gun sales statistics also reveal a spike in handgun sales in June 2020, when 1.511.710 items were sold. The American trade book market recorded a 9.7% increase in revenue in July 2021. (Association of American Publishers) During the pandemic-induced global lockdowns, many people turned to books. Perhaps unsurprisingly, book sales generated $750.7 million in revenue in July 2021. Reading once again became a favorite pastime in many American households, who contributed to the 9.7% growth in this sector, compared to July of 2020.  According to book sales statistics, eBook revenues in July 2021 went down 16% compared to the same period last year. Meanwhile, Paperbacks went up by 30%, generating $274.3 million in revenue. Video game sales amounted to $4.93 billion in July 2021, marking a 5% year-over-year increase. (Statista) Video games had a huge 2020 with more people than ever buying and playing games during the pandemic. Sales soared to $177.8 billion - an increase of 23.1% from 2019. The future looks equally promising, with some forecasts suggesting that the global gaming market will be worth $268.8 billion by 2025. Video game sales statistics for the US market in 2021 show that the industry is maintaining its upward trajectory. 2020 has seen a significant decline in draft beer sales, while canned beer sales went up. (NBWA) The forced closures of bars and restaurants during the pandemic had a significant impact on alcohol sales. Draft beer’s share of total volume declined from 10% in 2019 to around 6% in 2020. Beer sales statistics also show that demand for canned beer rose from 60% in 2019 to 67% in 2020. At the same time, sales of beer in glass bottles remained relatively unchanged, accounting for 29% of the market share in 2019 and 28% in 2020. Toilet paper sales in the US spiked by 845% in 2020. (Business Insider) Toilet paper hoarding in 2020 resulted in a spike in sales of 845% in March 2020, compared to 2019, with a total of $1.45 billion sold in a single month. In March 2020, 73% of all grocery stores ran out of toilet paper. By May, that figure dropped to 48%. Toilet paper sales statistics in 2020 exposed a somewhat disturbing and equally commercial side of consumer behavior in times of crisis.  Girl Scout cookies sales amount to around $800 million during each cookie season. (Girl Scouts) Selling Girl Scout cookies has been a tradition in the US since 1912 and has become a lucrative business for many. Girl scouts sell about 200 million boxes of cookies each season and earn nearly $800 million in revenue. According to mouth-watering girl scout cookie sales statistics, the most popular variety is Thin Mints, followed by Samoas, Caramel deLites, and Tagalongs/Peanut Butter Patties.  Sales: the Bottom Line In the choppy waters and hazy horizons of the pandemic-hit world, steering your business in the right direction isn’t easy. There are many challenges facing sales teams and managers, especially when it comes to locking down customers and promoting products and services. On the other hand, some industries are doing better than ever. Business sales statistics show that demand for canned beer, video games, and guns has never been higher. But that doesn’t change the fact that the future is uncertain for everyone, and the new business world is yet to shape out.
By Danica Djokic · November 10,2021

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Steve M
4 months ago
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In an age of immediacy and multi-tasking, where does on-hold audio branding rank on an 'effective vs annoying' scale?