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.