Self-expression and authenticity are core values of most modern beauty brands. Music, as a powerful and instantaneous tool for creative expression, can allow brands to emotionally connect with consumers and also showcase their individuality.

In recent years, the advertising world has witnessed a shift in focus from visual-centric branding strategies to a more balanced approach that incorporates the power of sound. Not long ago, the emphasis was heavily skewed. According to a study in 2018 from WARC, a staggering 86% of advertisers had formal visual-branding guidelines, and only 17% of brands had audio-specific branding guidelines¹. This disparity highlighted an underutilized avenue that brands could use to connect with audiences on a deeper, more immersive level.

From the kickoff through the commercials, into the musical halftime show, and to the last-minute drive where a quarterback or defense determines whose names will be etched into history, roughly one-third of the U.S. population is glued to their television screens.

The magic of the Big Game isn’t just about two teams battling relentlessly for months to be the last ones standing, it’s about the multifaceted reasons why millions tune in.

To lead its expansion into the Middle East and APAC regions, amp has recently appointed Reiner Erlings as Managing Director. A seasoned expert with over 18 years of experience in sonic branding and composition, Erlings has shaped the sound of brands such as Emirates NBD, Saudia, Saudi National Bank, and Shahid. His unique approach combines creativity, cultural insight, and cutting-edge technology, making him an ideal leader to drive amp’s growth and innovation in these culturally diverse markets.

We are proud to announce that amp is an official Supporter of the AI for Music initiative. This groundbreaking movement, spearheaded by Roland Corporation and Universal Music, fosters responsible innovation in AI technologies for music creation while empowering human creativity. This initiative underscores amp's commitment to the ethical and responsible use of artificial intelligence in music creation.

It all started with my passion for music… and specifically with The Beatles, I’m a lifelong fan. As a child, I couldn’t even see the record on my parents’ hi-fi, but I put the needle down, and there they were. I learned every lyric and note of their discography, teaching myself guitar through their songs.

We’re thrilled to welcome Reiner Erlings as the new Managing Director, amp Middle East & APAC. In his new role, Reiner will continue to lead amp and Landor’s cutting-edge sonic branding efforts across these dynamic regions. 

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.