In the dynamic alcohol category, sound serves as a key player in shaping brand experiences. However, a recent report by amp sound branding uncovers a surprising lack of unique sonic identities among top alcohol brands. The findings highlight a missed opportunity for differentiation and recognition. Rex Hirschhorn, research and insights consultant at amp, tells us more. 

When you think about brand design, visual and verbal elements often come to mind, but having a successful brand is about more than just how it looks and reads on paper. According to sonic branding agency Amp, having a sound identity or a sonic logo is just as important in fostering brand recognition and communicating value to consumers.

Some of my favorite album covers from a variety of bands and artist projects can be found below. All of these are both visually stunning and sonically compelling in my book.

From sound and spirits to beats and the bubbly, music and libations have gone hand in hand for thousands of years. Alcohol brands have been aware of this match made in heaven for decades, utilizing sound and music across advertisements whenever possible. The industry may be attuned to the importance of sound, however, how do the best-selling alcohol brands stack up in the sonic branding world?

Friday 1st March was the day the music died... at least it was on TikTok. Last Friday marked the end of TikTok’s current license for the Universal Music Publishing Group catalogue—spanning some 4 million songs—as it officially expired.

Alcohol brands have long been attuned to the importance of sound and music across advertisements whenever possible. New research from amp sound branding takes a deeper look at an industry attuned to the importance of sound to see how the best-selling alcohol brands stack up in the sonic branding world.

Licensed music, as opposed to bespoke tracks made specifically by or for a brand, has certain benefits in ad campaigns, but amp’s research suggests that it may not be worth the price in an already expensive ad environment.

In the last few years, we have seen more brands leveraging the power of sound to connect with consumers. In Amp Sound Branding's Best Audio Brands report, a ranking that captures which brands have the most effective sonic strategy over the 12 months, 139 out of 250 brands have a sonic logo.

Fast forward to today, the arts and sciences appear to be reconvening, especially within the branding world. Brands will need to find ways to utilize data and science to enhance their creative and artistic outputs, not only to appeal to Gen Z but also to wider consumers.

As part of an annual series, we asked industry leaders what they see coming in the year ahead while also looking at the year just passed. Next up is Martin Reiher, Head of amp Asia, with a look ahead, a look back, and the fate of his New Year’s resolution for 2023.

Like many that come from both a visual and audio background, it's nearly impossible to separate an album cover from the music itself, especially the first time you hear a given record.

Sound will always be a crucial component for brands as they approach both B2C and B2B marketing. Silence is not an option, and lawsuits lead to wasted time, tarnished reputations and mounting legal fees. Why worry about “personal” versus “commercial” use when considering sound for your brand? Owned music takes all doubt out of the equation.

Landor’s Gabriel Miller, with Amp’s Michele Arnese, argues that the future of marketing will embrace all 5 senses. Here, they explore how agencies (including their own) are preparing for that future.

As the marketing community gears up for 2024, global advertising and PR conglomerate WPP asked ten industry thought leaders to reveal key trends that are expected to shape the landscape. Among those is a very good outlook for AM/FM and digital audio.

The use of licensed music in ads has traditionally been big business. For example, Microsoft paid the Rolling Stones a staggering $3m to use their hit Start Me Up for the Windows launch in August of 1995. When targeting Gen Z, does this conventional approach work? How can brands capture the attention of the TikTok- and trend-obsessed younger generation? 

In the latest episode of the "Le Son Dopamine" podcast, I had the privilege of chatting with Al Miseri, Head of Creative Production at amp Sound Branding, a leading sound design agency. Al shared insightful expertise on the evolution of sound creation, shedding light on the pivotal role played by amp Sound Branding in crafting powerful sonic identities.

So, how can brands avoid the crushing blow of a block while continuing to sell to consumers on short-form video platforms? This generation is aware that brands use celebrities and artists to garner attention through popularity. This lack of authenticity tends to fall flat with Gen Z. This can be seen in a recent study run by the team here at amp.

2023’s Music+Sound Awards Best Artist + Brand Collaboration was won by top Munich sonic branding agency, amp, for their work on the Mastercard x Domino Saints collab.

Gen Z is a demographic that grew up on the internet. From the kids born in the late 1990s who built followings across Twitter and YouTube, to the teens that survived the COVID-19 lockdown by binge-watching TikTok, this generation has been at the heart of emerging online trends and has the biggest voices on these platforms.

In today’s highly competitive market, luxury fashion brands often seek innovative ways to enhance their brand image and captivate their target audience. One popular method is by association with an artist, either by licensing their music or recruiting them as a brand spokesperson.