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News - amp hits the Big Apple
amp hits the big apple 1024 635 amp

amp hits the big apple



“Expanding our team to New York will help us better service our current U.S. client base and address the additional demand generated through our recently announced Best Audio Brands 2019 Study, said Michele Arnese, CEO and Head of Creativity and Strategy, amp.


Munich/NYC. amp, the world’s leading sound branding agency, opens up a New York office, partnering with the U.S. based independent strategy and brand experience design company Collins. As of September 1st, amp opens New York office located at 88 University place 10003 New York, New York.

“We want to thank Brian Collins and his team for giving our amp hub a home in the Big Apple”.

_Michele Arnese, amp’s CEO & Founder

For inquiries please contact Vijay Iyer, amp Head of U.S. at Tel +1 (646) 760-0800‬ or via email. 

amp Feature in Mediatel – Why we’re half-way to a world of audio branding 1024 544 amp

amp Feature in Mediatel – Why we’re half-way to a world of audio branding

Key things brands can do to ensure they’re ready for the audio revolution.


Sound has always been a vital part of the brand experience, with numerous academic studies showing that brand engagement is far stronger when audio is treated as an equal and essential aspect of the brand.









“Brands must acknowledge the need for a 360 audio strategy which can stand on its own feet, instead of one that’s just “nice to have” in a visual world.”

_Michele Arnese, amp’s CEO & Founder

In the latest thought leadership article covered by Mediatel Newsline you can find great insights from amp’s CEO & Founder, Michele Arnese regarding a successful sound branding strategy.

Here some brief essentials that you need to consider:

  • Think long term – in order to future proof your brand.
  • Be original – avoid using pop songs for representation.
  • Work with experts – work with a partner that has the expertise required for the next frontier of consumer-brand experience.

You can find the full article here or contact us for more information.

amp Feature in The Daily Telegraph – the big business of corporate sounds 1024 683 amp

amp Feature in The Daily Telegraph – the big business of corporate sounds

Optimistic, catchy and brief: The big business of corporate sounds


Companies are increasingly trying to boost their brand experience and discovered that sound is an effective way of transmitting information implicitly to their customers and projecting personality and identity without explicitly vocalizing it.










“We are always inspired by the James Bond example. When you listen to Shirley Basey or Adele, you can close your eyes and instantly recognize James Bond. That is the power of sound DNA. Their music spans 50 years and are completely different styles, but you associate both with the Bond brand.”

_Michele Arnese, amp’s CEO & Founder

The Telegraph published a great thought leadership article covering the development of soundbranding, and opportunities it creates for businesses, in which amp’s Founder and CEO, Michele Arnese was featured.

You can read the full article here.

amp Feature in Forbes – The World’s Best Sonic Brands 816 520 amp

amp Feature in Forbes – The World’s Best Sonic Brands

The World’s Best Sonic Brands


Instead of creating unique sounds that fit the identity of the brand, many of today’s brands go for the licensing of currently popular music.

This approach results in being associated with the culture, instead of being the driving force of it. In his latest Interview for Forbes, amp’s Global CEO Michele Arnese spoke with Paul Armstrong about this issue and also discussed the Best Audio Brands Rankings.










  “The future is about authenticity and committing to a unique and owned sonic identity.”

_Michele Arnese , amp’s CEO & Founder

In short: our ranking revealed that many of the most recognizable brands in the world still have some betterment to do before they can be considered to have an efficient audio brand strategy.

McDonald’s and Disney were ranked as top performers in the Best Audio Brand Ranking, both achieving a score of 51/100 points available. Intel, Apple and Coca-Cola also scored well and made it into the top five audio brands, whilst the likes of Shell, Netflix, Nescafe, Google and Amazon made the top ten.

Out of the 100 brands covered in the 2019 ranking, only 22% were found to be using the sound effectively. Even among the top performing audio brands there is significant scope for improvement.

Brands should create reusable sonic assets that drive recognition at all touch points without neglecting the customer experience. Once the brand has defined how it should sound and has created a sound DNA, the development of specific sound elements, such as sound logo or unique soundscapes, can be planned according to the budget, time frame and most importantly according to the touch points. There are different approaches, depending on how big the brand is, but we could say that for smaller businesses the best possibility is a direct vertical approach, which has the highest reach and impact, while the bigger brands should aim to create a sonic ecosystem that incorporates all aspects of sonic identity and can be used crossfuntionally.

If you want to read Forbes coverage in full, please click here.

amp Feature in Horizont – Brands with best audio identity 683 1024 amp

amp Feature in Horizont – Brands with best audio identity


These Brands have the best audio identity!


As one of the top media brands for current news, German E-Paper Horizont covers wide range of topics from the world of marketing, advertising and media.










In June 2019 Horizont published an article on sound branding, featuring amp. The author discussed the effectiveness of acoustic brand communication and achieving recognition through a combination of different methods and tools. The focus of the article is on amp’s Audio Brand Index, which aims to create an objective and comprehensive system for evaluating sound and music in branding. The ranking analyzes strategy, quality, impact and efficiency of sound.

 “Consumers are increasingly using auditory elements such as voice assistants to communicate or access content. Given this context even brands that have established their visual identities are at risk to loose out when it comes to multi sensory customer experiences. Moving forward, the strongest brands will be defined by how they engage with customers at every touchpoint not just visually but also through sound.”

_Michele Arnese, amp’s CEO & FOUNDER

McDonald’s leads all brands in the rankings with a 51.1 out of a possible 100 points. They were followed closely by Disney with 50.7 points. This score is based on criteria such as trust, recognition and customer loyalty.  

You can read the full article here.

amp Feature in WARC / AdMap – Finding your brands voice in the age of audio 1024 683 amp

amp Feature in WARC / AdMap – Finding your brands voice in the age of audio

Sonic branding: Finding your brand’s voice in the age of audio


When we think of brands, we think of logos, products, advertising and digital services. But the power of brands is also consciously and subconsciously driven by the music and sounds we associate with them. In this regard, sound is a powerful tool in any marketer’s arsenal, able to build both an emotional connection with consumers, significantly shape the customer experience, and build brand loyalty, recall and trust over time.










From smart speakers to the Internet of Things, consumer relationships with brands are increasingly shaped by sonic experiences. Consumers can process sonic information much faster than the text equivalent, meaning brand perception is increasingly driven – consciously and subconsciously – by sound and music association.

“Successful branding is, at its heart, all about building a relationship. Just like any other human interaction, a relationship with a brand engages all five senses and relies on consistency to build trust.”

_Michele Arnese, amp’s CEO & Founder

Sonic branding might just be the next great frontier for all brands (regardless of size) to cross and whilst it’s far from a new concept, the technology seems to have finally caught up to its potential. As this technology improves, brands need to start being savvier about their sonic identities.

If you are interested in finding out more insightful details about sound branding and evolving voice technology, you can find the full article here.

amp launches Best Audio Brands Ranking 2019 – Campaign 743 496 amp

amp launches Best Audio Brands Ranking 2019 – Campaign

McDonald’s and Disney top first-ever brand audio ranking


Take a look at our feature in campaign, the world’s leading business media brand serving the marketing, advertising and media communities. his article, published in June 2019, discusses our Best Audio Brands ranking. We consider sound branding, just as important as visual branding and marketing. We developed certain criteria, which help us quantify audio brand performance. One of the variables we examine is the connection built with consumers through sound.










As brands are re-thinking their communication and marketing strategies, the development of sonic identities offers a fresh approach to engage with the consumer.


Top 10 Best Audio Brands Ranking in 2019.

If you are interested in learning more about this topic, you can download the full report here.

amp discusses the hot topic of sonic identities at the last Cannes Festival Feature in AdAge 1024 683 amp

amp discusses the hot topic of sonic identities at the last Cannes Festival Feature in AdAge


What should a brand sound like? The importance of Sonic Identity


It is with great pleasure that we would like to announce a feature in AdAge. Ad Age is a global media brand that focuses on curated creativity, data and analysis, people and culture, and innovation and forecasting. This particular feature discusses the hot topic of sonic identities at the last Cannes Festival. The presence of major corporate executives shows that this growing industry has strong potential.










Sound branding is not just a new buzzword. It’s a fast-growing industry that is gaining attention and respect everywhere. Nowhere was this more obvious than at this year’s Cannes Festival, where in just two days, major marketers, agencies and media representatives presented their new initiatives and talked about the importance of sound design and its identity. The participants were on the main stages to present the sound strategies they have put in place in recent months. amp’s CEO, Mr. Michele Arnese, was one of the participants and shared his insights on the use of melodies to create a recognizable sound identity.

“If you only have one melody, people will start to hate it. The idea was to create a sonic DNA as a mixture of ingredients that can be adapted culturally and to different styles and artists.”

_Michele Arnese, amp’s CEO & Founder

Ultimately, it is not a question of changing the identity of a brand, but of translating the brand identity into sound.

You can find the complete AdAge article here.

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