It’s that time of the year again. John Lewis has released their 2024 Christmas advert, marking the first time in 17 years they haven’t used an original cover of a well-known song. This year, the advert showcases Sonnet by Richard Ashcroft, presented in its original form.

Sonic brand experiences are multifaceted, encompassing interactive sound installations, immersive audio-visual pop-ups, and digital sound experiences. These go beyond mere entertainment, creating a profound bond between the audience and the brand. By tapping into the emotional power of sound, brands can enhance recognition, build loyalty, and increase brand equity.

Exploring the untapped power of sonic branding in the beauty world

Sonic branding agency amp evaluated the sonic branding of 50 beauty and personal-care brands and found inconsistencies.

The TV landscape is a jungle for TV content producers, distributors, brand marketers and consumers. What do I watch? Where do I watch it? What did I just watch? What was the product in that commercial I just watched, and why do I have to keep seeing it? Maybe an answer to our video woes lies in our oldest form of communication – sound.

Sonic branding, audio branding, sound branding—whatever you want to call it—it’s a game-changer for businesses looking to make a lasting impression. But what exactly is it? And how can you use it to give your brand a unique voice (literally)? Let’s dive in!

Sonic branding, in its current, modern form, is a relatively new concept, however, its journey to becoming a holistic experience is nothing short of fascinating. From the ringing of church bells in 400 AD as a call to prayer to market traders singing about their wares throughout history, or a catchy jingle from the 1980s, the evolution of sonic branding has been anything but straightforward.

The recent announcement of an Oasis reunion has sent shockwaves through the music world and ignited a frenzy of excitement amongst many who grew up in the '90s. This cultural earthquake serves as a powerful reminder that some bands, and indeed brands, never lose their grip on the public consciousness.(Image: Liam Gallagher – Licensed via Shutterstock / A.PAES from Creative Boom)

Meet Michele Arnese, sound designer, Co-Founder of amp and a pioneer in pinpointing a brand’s sonic identity. He talks to Tim Cumming about the increasing buzz around audio in marketing.

Some of the biggest brands in the industry like Amex and PayPal are using sound to connect with their audiences.

Look at the logos above. Do they appear similar? Good eye! They are all the same with different text below. Just Eat, Takeaway.com, Lieferando, Grubhub and Menulog all exist under the same parent company – Just Eat Takeaway. As a result, they share many branding aspects, including visual and sonic assets. Name alterations occur for each, but for the most part, they are the same. 

Hannah Cahill, Senior Research Consultant at sonic branding company amp, wonders why more drinks brands are not dancing to the beat of their own drums and exploring the heady cocktail of booze and bespoke beats.

Reiner Erlings, Executive Director of Sonic Branding at Landor and amp, explores three key considerations brands should be aware of when approaching a new sonic strategy.

Marketers might want to consider unmuting their brands’ logos. Since many TikTok, Instagram, and YouTube users scroll with sound on, and brands are licensing music or even creating custom songs reminiscent of jingles to add sound to their posts. Now, a study from sonic branding agency amp finds that syncing audio with the visuals in a logo could produce better results than simply adding music.

Advertisers are increasingly learning that it’s not exclusively a visual world — and that consumers can also associate positive, enduring experiences with the right sound. Sometimes that even means higher rates of recall, even when brand images aren’t present.

The Best Audio Brands report, a yearly index from amp, was recently published to give brands insight into the sounds they use and sounds they don’t.

Welcome to the sixth annual Best Audio Brands report! The index is the only comprehensive global ranking of brand sound usage. With the expansion of consumer touchpoints, sound has shifted from an afterthought to a key consideration for brands looking to round out their multi-sensory consumer experience.

In the ever-evolving world of digital marketing, visual branding alone is no longer enough. Brands now strive to create a distinctive voice that resonates with their audience (quite literally) through sonic logos. These brief, memorable sounds have become integral elements of a brand's identity, tapping into our multi-sensory experiences to leave a lasting impression. 

In the dynamic alcohol category, sound serves as a key player in shaping brand experiences. However, a recent report by amp sound branding uncovers a surprising lack of unique sonic identities among top alcohol brands. The findings highlight a missed opportunity for differentiation and recognition. Rex Hirschhorn, research and insights consultant at amp, tells us more. 

When you think about brand design, visual and verbal elements often come to mind, but having a successful brand is about more than just how it looks and reads on paper. According to sonic branding agency Amp, having a sound identity or a sonic logo is just as important in fostering brand recognition and communicating value to consumers.