Five Minutes with Uli Reese – Transform Magazine
Five minutes with. . . Uli Reese
Uli Reese, one of the world’s foremost experts on audio brand management and global CMO at amp sound branding talked to Transform Magazine about all the ins and outs of audio branding, from how a company can improve its audio brand to the process that goes on behind creating the perfect sonic brand experience.
As we move away from screens and lineartelevision viewing and interactive voice technologies become a bigger part of our everyday lives, brand visual identities get less attention from consumers. To establish brand recognition, it is therefore more important than ever for brands to think about how they sound.
For example, our approach at amp is similar to a standard design process. We start off with a brand analysis followed by a sound workshop. We use the workshop results to prepare a creative briefing. Based on that, we develop, evaluate and refine several creative routes for the brand’s sound DNA. The output of these routes is the final sound DNA of the brand – a creative of an entire audio language based on the brand’s essence, values, promise and personality.
"The power of sound in communication goes beyond its critical role as tool in a world with less visual real estate. It also has the potential to enhance experiences and connect with our feelings and ideas in ways that evoke authentic emotion and trust in the brand itself."
Global CMO at amp
The golden age of audio has opened new ways of communicating.
Read the full interview at Transform Magazine to find out more about sound, and how and if brands are taking advantage of it for consistent brand experience across a multitude of touchpoints.
Cyanite Talks #1 with Karolina Namyslowski, Senior Creative at amp
Cyanite Talks #1
with Karolina Namyslowski
Sound and music are the universal languages in the world.
Especially the increasing popularity of audio through music streaming, podcasts and Co. makes the creation of a sound identity an essential component of brands personality.
"If" a brand uses audio in the right way, it is 96% more likely to be remembered and build a lasting relationship with its customers. The "If" exists because it's one of the biggest challenges for a brand to find its sound.
That's why the team at cyanite.ai sat down with amp's Senior Creative and Team Lead, Karolina Namyslowski, to find out more about the challenges when finding the right music for a customer, how subjective music is, and especially if and how the use of AI benefits her work as a creative.
“Our greatest challenge and mission is to settle on a common language (with our clients) and define parameters to better understand, discuss and evaluate music”
Karolina Namyslowski, Senior Creative & Team Lead at amp
An excerpt from the interview:
When music is used in a commercial, but also when algorithm-based music recommendations come in to play, the emotional effect of music becomes is more or less generalised. How subjective is music really and how do you measure the emotional effect of a song?
I agree! Music can create a deeply emotional and personal experience.
But there are parameters that can influence or steer the experience in specific directions. Let’s take a basic example:
We have a song with a dragging tempo and melancholy vocals. If we were to show the song to 100 people and survey them, only a fraction would consider the song driving, bright and uplifting. Of course there are unpredictable and personal factors, such as an individual’s past experience or past relationship with the song. However, the overwhelming consensus will always be that the song is “introverted” and “melancholic”.
We trust the expert-team at amp to track and define this relationship between musical parameters and their effect on the emotional listening experience. But we also regularly rely on market research (implicit, explicit and emotion-based) for our projects. An important element of our evaluation process is the AI-Testing Tool Veritonic. We use it to quickly and regularly test Sonic Assets along a set of standard attributes and give us an indication of Brand Fit, Uniqueness and Recall.
We don’t, however, use market research and AI tools as a replacement for creativity. All it does, is help us and our clients verify observations and decisions.
Continue reading here.
“I think the key to knowing or being familiar with a large musical repertoire is not shying away from certain genres or styles or artists”
Senior Creative & Team Lead at amp
Find out more about her creative role at amp, her views towards new AI music tools, such as Cyanite, a mood-based song analysis tool, and how and if there is a place for AI in the world of Sonic Branding.
Karo's full interview is available at Cyanite.ai.
WARC – Lessons from Best Audio Brands 2020 Ranking
Finding the right notes: Lessons from the top FIve best audio brands
Interactive voice technologies are becoming a bigger part of consumers’ everyday lives. As a result, brand visual identities get less attention. To establish brand recognition, it is therefore more important than ever for brands to think about how they sound.
Essentially, brands have been over-utilising or prioritising the sonic logo; assuming this is synonymous with a sonic identity. We’ve all heard McDonald’s ‘I’m loving it’ or Intel’s ‘Wave’ countless times. It has a familiarity that promoted memorability in the era of broadcast media. However, this single melody approach falls short of achieving meaningful results in a world dominated by multi-channel media and a vast range of social and service-technology platforms all vying for our attention.
Mastercard jumped from its 72nd position to the top spot in the space of a year. It proves not only that brands can successfully adopt a sonic strategy relatively quickly, but also that those that do so are indisputably reaping the benefits that come from one. In every landscape, from bricks and mortar to digital, Mastercard is visible – to both the eyes and ears.
Shell, on the other hand, might not have a strong association with music but it has a sonic identity, containing a memorable melody used in its sonic logo and music tracks. The central melody can be expressed in many styles, from hard-hitting electric guitars to Thai and Turkish adaptions. The resulting sonic strategy is built on a corporate jingle, dressed in different ‘outfits’ depending on need. The key to its second-place position is the consistent use of its sonic identity across all digital channels.
Read more at WARC.com to find out more about our Best Audio Brands evaluation and more insights on how the top five brands are taking advantage of sound and music for consistent brand experience across a multitude of touchpoints.
Top Best Audio Brands 2020 Ranking – B&T
The Best audio brands leaders in 2020
Introduced in 2019, the Best Audio Brands Ranking is the first of its kind study, measuring how effective brands are in using sound. Building on Interbrand’s highly respected “Best Global Brands Index”, the ranking is designed to identify strong and weak audio performers, determine strategic opportunities, and provide actionable solutions to boost the sonic value and return on investment of brands.
Using a rigorous analytical process, Best Audio Brands quantifies audio brand performance against a range of criteria such as trust, recognition, engagement and efficiency. The analysis details how brands are extending their audio presence beyond a single sonic asset – such as a sonic logo – to adapt to the changing landscape of digital consumer touchpoints where audio enhances brand recognition, engagement and findability. It also calculates audio brand efficiency – the estimated return on investment in sonic assets.
performance of several leading brands from 2019, with Shell being the only brand
to retain its position in the top five. McDonald’s, Disney, Intel and Coca-Cola
have been superseded by Mastercard, Apple, Google and Amazon in the top spots.
The top five performers in the ranking – Mastercard, Shell, Apple, Google and
Amazon – achieved their places through two distinct strategies. Both Mastercard
and Shell have created and successfully deployed a holistic sonic identity, that is
recognisable and adaptable across all digital and physical consumer touchpoints.
Best Audio Brands 2020 Ranking – campaign UK
Mastercard dethrones McDonald's to be named best audio
Campaign is the world's leading business media brand serving the marketing, advertising and media communities. Since the first launch of amp's BEST AUDIO BRANDS RANKING in 2019, Campaign is covering the yearly sonic developments of the brands. It is giving their audience insights directly from the world's first research on Sonic Identities.
You can also listen to a narrated TOP 10 of our Best Audio Brands Report and see if you can recognize all the brands - click here.
Best Audio Brands 2020 Ranking – Aithority
The BAB leaders in 2020
AiThority is part of a publishing house iTechnology and is a digital publication dedicated to covering AI and futuristic technologies. They are giving unique insights to their audience into the changing universe of intuitive technologies and are deepening the understanding of how machines learn, think and work. It is a resource on the future of technology.
The Best Audio Brands Ranking 2020 reveals a significant difference in the performance of several leading brands from 2019, with Shell being the only brand to retain its position in the top five. McDonald’s, Disney, Intel and Coca-Cola have been superseded by Mastercard, Apple, Google and Amazon in the top spots.
If you want your brand to be recognizable in a screenless era, you have to develop a sound that fits brands' visual and cultural standards. By developing a holistic sonic strategy that works across all digital touchpoints, you will be able to follow the developments in the sound industry and create a unique consumer experience.
Read more here to find out how 100 most influential brands are using sound and music for consistent brand experience across a multitude of touchpoints.
amp’s Best Audio brands Ranking – Campaign Asia and Pacific
Mastercard dethrones McDonald's to be named best audio
Providing insights and intelligence into the ideas, work and personalities shaping the region's marketing-communications industry, Campaign Asia-Pacific dives deeper into important subjects and presents the most compelling information that matters to businesses in the fastest-growing and most exciting communications market in the world.
Best Audio Brands 2020 Ranking – Horizont
Sound On: Mastercard Debuts Sonic Brand
HORIZONT - Zeitung für Marketing, Werbung und Medien is a German magazine specialized in marketing, advertising and media. As such, on their platforms, they promote relevant news from the industry. For the second year in a row, #Horizont is covering the development in the #soundbranding industry and communicating to its audience the newest brand accomplishments, beyond their visual identity.
Read more here.
SOUND SPECIAL – W&V
The dawn of the Sonic Logo: The evolution of Sonic Branding in the golden age of audio.
Werben & Verkaufen is one of the leading media houses for specialist information in the fields of marketing, media and communication and is part of the media group of Süddeutscher Verlag. For over 50 years, they have stood for independence, reliability and expert knowledge in the communications trade press.
Driven by the internet of things, sonic branding is developing extensively. As the proliferation of smart speakers and other screenless smart devices continues to grow and audible content such as podcasts is on the rise, consumer relationships with brands are increasingly shaped by sonic experiences. This is the decade of audio.
So how does Sound help brands to connect to consumers? How can Sound help brand differentiation in the clutter? And how are brands taking advantage of sound and music for a consistent brand experience across a multitude of touch points?
These and other insightful answers you can find in our Best Audio Brands Research.