Has the Premier League hit the back of the sonic branding net?
For 'The Insight' section in Shots, Michele Arnese, Founder and Global CEO at amp, examines how The Premier League's new sonic branding is a step in the right direction and if there is more that the Premier League could be doing with its new audio asset.
The Premier League's launch of an anthem ahead of the 2020/21 season, played at stadiums before kick-off, grabbed headlines in the sporting press.
There is no doubt that the anthem – including an orchestra and a live gospel choir - is a musical triumph, capturing the drama and emotion of Premier League match day action.
"The Premier League’s decision to invest in its brand with a major audio asset could be an important decision, reinforcing the context and the drama of the League for fans watching at home."
CEO & Founder of amp
A sonic strategy revolving around a single asset, such as a walk-on anthem, has limitations when it comes to audibly diversifying a sports brands presence across all channels.
A uniquely identifiable sonic asset is a great start, the question is, does it have the breadth and depth needed to reach consumers across all touchpoints?
This is where our proven Sonic DNA approach could be applied, potentially expanding the anthem to consistent, clearly recognisable sonic ingredients that can be leveraged to expand the sonic toolbox and create assets that can be used across different platforms and channels.
"The success lies in its complete embrace of a ‘comprehensive sound architecture’. Their sonic identity is woven in to all audio touchpoints, playing in everything from advertisements to point-of-sale transactions."
CEO & Founder of amp
Sonic branding, done right, can drive you to feel a certain way, it can change people’s moods, pace and make an impression on memory.
It’s this personal reaction that further cements a brand’s importance in the viewers eyes. For example, our research found that syncopation, that is when a note anticipates a beat, creates surprise and excitement in the human brain. Consider the emotive experience fans experience in-stadium; the cheering crowds and the jeering chants are all part of building the atmosphere and creating a memorable experience.
While this can be difficult to replicate at home, creating a holistic 360 strategy can go some way to adapting to this new space.