Best Audio Brands

CNBC TV – COVID19 ADVERTISING 1024 533 amp

CNBC TV – COVID19 ADVERTISING

How James Bond can help brands stand out from the advertising crowd

 

Some say TV commercials during the COVID19 pandemic have ended up looking and sounding the same. So could a strong sonic strategy, that goes beyond a jingle, help brands stand out from the crowd?

Hear from CNBC International, featuring Mastercard's CMO, Raja Rajamannar, and the CEO and Founder of amp sound branding, Michele Arnese!

 

 

 

 

 

 

 

 


Sound 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.


There are a lot of possibilities to integrate the brand communication into seamless customer experience, if you are able to watermark your brand in the soundtrack of a commercial.

You can filter your own identity through the different tonalities and emotions that are required by certain communication.

That’s why we are talking about having a SonicDNA, which is more than just one musical motif. It’s a set of ingredients that you can take on a journey trying to adapt them in a right way for the right context.

And in the COVID19 context it is more somber and empathic way of communicating.

Best Audio Brands 2020 Brand Reel 1024 609 amp

Best Audio Brands 2020 Brand Reel

STRONG SONIC IDENTITY

Sonicbranding is more than just a jingle.

 

 

 

 

 

 

 

 

Listen to a narrated TOP 10 of our Best Audio Brands Report and see if you can recognize all the brands - click here.

 

Read more about in our Best Audio Brands 2020 Report and find out how and if brands are taking advantage of sound and music for consistent brand experience across a multitude of touchpoints.

 

WARC – Lessons from Best Audio Brands 2020 Ranking 1024 684 amp

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.

 

 

 

 

 

 

 

 

 
 
Sonic branding uses sound strategically to shape brand experiences and communication. Put simply, a sonic identity is the acoustic equivalent of a visual identity, something that all brands invest in, without question.
"Thinking ‘strategically’ involves an integrated and flexible approach to sonic branding. The only way to achieve this is through a truly multifaceted ‘sonic DNA’ that runs and weaves throughout every facet and touchpoint of your brand, instantly recalling your brand to the consumer wherever and whenever they encounter it."
 
_Michele Arnese, amp's CEO & Founder

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.

In order to ensure long-term effectiveness, brands must be able to adapt their sonic assets to a variety of touchpoints and use cases along the customer journey, to deliver the most relevant customer experience and increase or sustain customer trust.

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.

Best Audio Brands 2020 shows that another sonic asset has become increasingly important this year: voice. Apple, Google and Amazon complete the top five due to the strength of their product sound and use of voice.


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 1024 768 amp

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.

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.

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.


Read more here to find out how and if brands are taking advantage of sound and music for a consistent brand experience across a multitude of touch points.

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 – campaign UK 815 544 amp

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.

 

 

 

 

 

 

 

 

 
 
The 2020 Best Audio Brands ranking – which measures brand performance against criteria including trust, recognition, engagement and efficiency – saw Mastercard jump 71 places from last year to claim the top spot, beating 2019 winner McDonald’s.

"It is great to see how quickly Mastercard has embraced a holistic sonic identity and managed to implement it across a variety of touchpoints, making it a central element of their multisensory marketing strategy. Based on a sonic DNA, this approach offers the best balance between creative flexibility and recognition, compared to a mere one-melody or jingle-based approach."
 
_Michele Arnese, amp's CEO & Founder

 

The research also observed a drop in the use of sonic logos by brands, falling from 56% in 2019 to 32.5% this year. For example, while 2019 winner McDonald’s gained global acclaim for its "I’m lovin' it" jingle, the fast-food chain’s use of it dropped from 95% to 44% in the past year.


Read more here to find out how and if brands are taking advantage of sound and music for a consistent brand experience across a multitude of touch points.

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 1024 576 amp

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.

"The human body can hear faster than it can see, taste, smell, or feel. The fastest way to have an emotional impact on consumers is through sound, as 96% of potential customers better remember a brand whose music reflects its identity."
 
_Alessio Miseri, amp's Production Supervisor

 

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 1024 640 amp

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.

 

 

 

 

 

 

 

 

 
 
The 2020 Best Audio Brands ranking – which measures brand performance against criteria including trust, recognition, engagement and efficiency – saw Mastercard jump 71 places from last year to claim the top spot, beating 2019 winner McDonald’s.

"Best Audio Brands 2020 clearly shows that brands that have embraced a holistic sonic identity are indisputably reaping the benefits that come with one. It is great to see how quickly Mastercard has embraced a holistic sonic identity and managed to implement it across a variety of touchpoints, making it a central element of their multisensory marketing strategy."
 
_Michele Arnese, amp's CEO & Founder

 

The research also observed a drop in the use of sonic logos by brands, falling from 56% in 2019 to 32.5% this year.


Read more here to find out how and if brands are taking advantage of sound and music for a consistent brand experience across a multitude of touch points.

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 – Horizont 617 347 amp

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.

 
 
The 2020 Best Audio Brands ranking measures brand performance against criteria including trust, recognition, engagement and efficiency.Both Mastercard and Shell have developed and successfully implemented a holistic sound identity along with a variety of digital and physical communication channels.

"I believe, long-term, only brands with a Sonic DNA based strategy will be able to truly drive successful engagement in this changing customer experience landscape."
 
_Michele Arnese, amp's CEO & Founder

 

Apple, Google and Amazon, on the other hand, have earned their rankings based on the strength of their product sounds, the use of brand voices and speech technologies (voice assistants).  In contrast to the top two, however, these three brands still have room for improvement in terms of holistic sound strategy across all channels.


Read more here.

Best Audio Brands 2020 Ranking – Mediatel 1024 569 amp

Best Audio Brands 2020 Ranking – Mediatel

Mastercard, Shell and Apple named 2020's best audio brands

 

Mediatel is the UK’s leading provider of media tech, data and thought-leadership.

 

 

 

 

 

 

 

 

 

'Best Audio Brands Ranking 2020' is built on Interbrand's 'Best Global Brands Index' and quantifies audio brand performance against a range of criteria. Mastercard and Shell found themselves in the top for creating and deploying a "holistic sonic identity" which is consistent across all touchpoints.

 

"Best Audio Brands 2020 clearly shows that brands that have embraced a holistic sonic identity are indisputably reaping the benefits that come with one."
 
_Michele Arnese, amp's CEO & Founder

 

"A single sonic asset is no longer sufficient to develop brand equity as consumer touchpoints evolve."
 
_Bjorn Thorleifsson, amp's Lead Strategist

 


Read more here to find out how and if brands are taking advantage of sound and music for a consistent brand experience across a multitude of touch points.

Listen to a narrated TOP 10 of our Best Audio Brands Report and see if you can recognize all the brands - click here.

amp Feature in Design Week – Why sonic branding is more than just the McDonald’s jingle 1024 576 amp

amp Feature in Design Week – Why sonic branding is more than just the McDonald’s jingle

music driven branding is the future

 

Brands have invested a lot in their visual identities - with excellent results. What comes beyond visual branding is transforming the brand to fits all touchpoints that come with digital development. Connected and screenless devices play a crucial role in it, which is why more and more brands realize the necessity of a holistic audio strategy.

 

 

 

 

 

 

 

 

“Asking a sonic branding agency if you just do sonic logos is like asking a visual agency if they only do business cards.”

_Michele Arnese, amp's CEO & Founder

Design Week covered a great story around sonic branding and featuring industry experts; they tried to unfold the secret behind successful sound branding. Also among the interviewees were amp's CEO & Founder, Michele Arnese, as well as amp's Global CMO, Uli Reese.


You can read their insightful comments in full here. 

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