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.

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.

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.

From sound and spirits to beats and the bubbly, music and libations have gone hand in hand for thousands of years. Alcohol brands have been aware of this match made in heaven for decades, utilizing sound and music across advertisements whenever possible. The industry may be attuned to the importance of sound, however, how do the best-selling alcohol brands stack up in the sonic branding world?

Alcohol brands have long been attuned to the importance of sound and music across advertisements whenever possible. New research from amp sound branding takes a deeper look at an industry attuned to the importance of sound to see how the best-selling alcohol brands stack up in the sonic branding world.

The use of licensed music in ads has traditionally been big business. For example, Microsoft paid the Rolling Stones a staggering $3m to use their hit Start Me Up for the Windows launch in August of 1995. When targeting Gen Z, does this conventional approach work? How can brands capture the attention of the TikTok- and trend-obsessed younger generation? 

So, how can brands avoid the crushing blow of a block while continuing to sell to consumers on short-form video platforms? This generation is aware that brands use celebrities and artists to garner attention through popularity. This lack of authenticity tends to fall flat with Gen Z. This can be seen in a recent study run by the team here at amp.

Gen Z is a demographic that grew up on the internet. From the kids born in the late 1990s who built followings across Twitter and YouTube, to the teens that survived the COVID-19 lockdown by binge-watching TikTok, this generation has been at the heart of emerging online trends and has the biggest voices on these platforms.

A recent study by sonic branding agency Amp has shed light on Gen Z’s ability to recognize brands through specific sounds.

Gen Z has a unique preference for brands in comparison to previous generations. Their eyes and ears are not drawn by brand image or snappy jingles, but rather by relevant and consistent brands involved in their everyday lives.

Some Gen Zers can name a brand based on sound alone, according to a new report from sonic branding agency amp. The agency’s research and insights team analyzed the sonic branding work of 72 companies that Morning Consult previously found were most popular among Gen Z to see if sound might be making an impact on consumers of that generation.

amp, agenzia specializzata in sound branding recentemente entrata a far parte di Wpp, ha pub-blicato una nuova edizione del proprio magazine dedicata all’approfondimento della Gen Z e alsuo rapporto con l’audio e i brand.

A product of the digital age, Gen Z, individuals born between the years of 1997 and 2012, has caught the attention of marketers spanning all sectors in the Ad World. amp’s Research & Insights team set out to survey the generational landscape and determine sonic gaps, sonic solutions, and better brand approaches to target and connect with younger consumers through sound.

Providing better service, inflight snacks, and comfortable seating are all becoming standard across the aviation practice. How does an airline brand become conflated with travel? We believe the opportunity for this lies on the shoulders of holistic sonic branding.

Collating information from the annual Best Audio Brands index, alongside comprehensive desk research, artificial intelligence evaluation, and social media examination, amp analyzed 55 traditional banks and 10 fintech companies on their sonic performance.

Pioneering sonic branding agency, amp sound branding, has released the highly anticipated fourth edition of their quarterly editorial periodical, amplify. The trade publication is an industry benchmark in the audio branding and advertising worlds, with each edition featuring data-driven deep dives on specific sectors and their sonic output.

amp sound branding, says that sonic branding is “the undisputed key” for banks and fintech companies targeting the next generation of consumers in the fourth edition of its quarterly editorial periodical, amplify.