Unlocking the Power of Sonic Branding: An Interview with Michele Arnese from amp
Roastbrief delves deep into the world of sonic branding with an insightful interview featuring Michele Arnese, the visionary Founder and Global CEO of amp.
With over 14 years of experience, Michele discusses his journey into the realm of sonic branding and its potential to shape brand identities. He sheds light on the process of translating a brand into sound, creating timeless brand experiences, and the holistic approach to audio in brand building.
Michele also shares examples of successful brands, the advantages of a comprehensive audio strategy, and his vision for the future of sonic branding in a rapidly evolving media landscape. Discover the symphony of brand identity in this illuminating conversation:
What inspired you to delve into the field of sonic branding and explore its potential for brand identity?
Before starting amp around 14 years ago in 2009, the sonic branding market was practically empty. Brands were not thinking about sound in a serious, design-oriented way. Sound was something that was discussed in a “jingle” context, or at the very end of a project. My musical background and professional experience as a management consultant for international brands helped me to realize the “sonic gap” in the market when it comes to brands and their approach to sound.
We know that you were part of the panel “Audio that Builds Brands” at Cannes Lions 2023. Could you elaborate on the process of translating a brand into sound? How do you capture the essence of a brand through audio?
Thank you for watching our panel! It was an amazing opportunity to join the stage with Spotify and Coca-Cola at WPP Beach.
Our work here at amp revolves around our Sonic DNA® design process. After consulting with a brand, we distill its values and attributes into sound. The process of translating a brand into sound is a full team effort; our production team creates the assets, which are ultimately tested and re-affirmed by our sonic tools. Once we present our work to the brand, we go through rounds of feedback; ultimately landing on a core Sonic DNA® that is equal parts memorable and flexible.
In the panel, you mentioned that good sonic branding can create timeless brand experiences. Can you provide some examples of brands that have successfully achieved this?
Mastercard is a prime example of a brand that has perfected the creation of timeless experiences through the medium of sound. Starting with the payment moment, sonic experiences can be heard in curated restaurant events in New York, awards shows, such as the Brit Awards and the Grammy’s, and even sports events. The brand is incredibly well-versed in properly executing its sonic assets.
A recent example can be seen in Mastercard’s partnership with CONMEBOL’s Copa América Femenina, which saw the brand connect with the tournament in 2022 and 2023. In 2022, the brand teamed up with Puerto Rican Urban Pop duo, Domino Saints to create the track “Rockstar,” which used Mastercard’s sonic branding (created by amp). The track became the official anthem of the Copa América Femenina tournament and was performed live at the opening ceremonies in Colombia by Domino Saints. The full performance can be streamed here. This collaboration also resulted in a #1 chart hit in five South American markets, as well as +2,000,000 streams across platforms, and well over 150,000,000 audience impressions.
This was really incredible as it showcases how sonic branding can weave its way into pop culture and a Latin hit when executed correctly.
How do you define a holistic approach to audio in the context of brand building? What elements are involved in creating a comprehensive audio strategy?
Comprehensive audio strategy starts with flexible sonic assets created by a team of experts in the audio, music, and branding worlds. These flexible assets must then be combined with consistent implementations across digital channels and platforms. We see brands struggle with this aspect all the time.
Even brands that own audio assets or a sonic logo tend to struggle to showcase these across consumer-facing channels. This issue often tends to stem from rigid sonic assets; the less malleable the asset, the less likely it is that the brand will be able to use it across touchpoints and international markets.
The Best Audio Brands 2023 report highlights that 7 out of 10 brands are using more than just a jingle. Could you explain the advantages of adopting a holistic audio approach compared to a singular musical element?
By relying solely on a singular musical element like a jingle, brands are ignoring a variety of audible touchpoints where they could be building brand recognition and equity. Gone are the days of linear TV where people would watch a commercial from start to finish and hear a brand’s sonic logo at the end of the advert.
Having just a sonic logo is simply not enough for today’s media landscape. Brands need a flexible and holistic sonic identity that can be used across all audible touchpoints, from Instagram and TVCs to personalized brand apps and beyond. Also, Voice can be considered part of a sonic identity for a brand.
And last but not least: which tonalities and emotions does a brand convey with sound if asked the question “How should (or shouldn’t) a brand sound?” this must be properly answered with well thought-out sonic strategy.
What criteria and metrics do you consider when evaluating the sonic performance of brands for the Best Audio Brands Report?
We analyze 250 of the world’s most successful brands on their use of sound and music in branding strategy across digital channels, TV, and multiple other brand touchpoints. Best Audio Brands captures the strength of the sonic strategy brands have adopted over the timespan of 12 months. Various measurements contribute to brand performance within Best Audio Brands, ranging from stock and custom music usage to licensed tracks and branded sonic assets. Consistency of use is a key metric for us; sonic branding cannot work without consistent implementation, as this is how brands can build equity, and uniqueness, and solidify brand fit.
In your opinion, what are the key challenges that brands face when trying to establish a strong audio identity? How can these challenges be overcome?
Brands tend to struggle with approaching audio in the same way they approach their visual and graphic design. Our acquisition by Landor & Fitch, a WPP company, will work wonders in shifting this approach in the audio world. Our aim is to have audio strategy included at the beginning of the design process – sound can no longer be an afterthought for brands in today’s modern world.
How do you ensure that a brand’s audio identity remains consistent across different platforms and touchpoints, considering the evolving media landscape?
Our team of expert musicians combines with our product/ tech, and analyst teams to validate any and all sonic assets created for brands with real-time AI-based testing made possible by our new brand-facing Sonic Hub® tool suite.
Flexible audio assets allow brands to appear across markets while building brand equity and recall. Music travels across cultures seamlessly, which allows brands to authentically show up globally despite language barriers.
As technology and consumer preferences evolve, how do you envision the future of sonic branding? Are there any emerging trends or innovations that excite you?
The future of sonic branding will see sound firmly planted in the brand design process. This shift will result in countless opportunities for brands to appear in screenless ecosystems and digital channels that may not even exist just yet. Brands must understand that no matter what industry they are in, they must own their sound – no brands are ever on mute, they either own their sound or are given one by consumers.
And with new technologies and platforms, my recommendation is always to create for the ears, not for particular technologies. If you have a flexible sonic system, it will adapt to any new technology and platforms. Only brands with this type of system will be ready.
How do you approach the challenge of adapting a brand’s audio identity to different cultural contexts and target markets while maintaining its core essence?
With owned audio, brands will never lose their core essence when showing up across cultures. The key for brands is finding this core sonic essence (we call this Sonic DNA®) and extrapolating this with authenticity across markets.
To use an example of one of our clients, Mastercard has been doing this tactfully for years. In August of 2022, the financial services brand launched its sonic brand in Vietnam with the help of Duong Khac Linh, a very well-known Vietnamese producer and musician. He retained the main melody and vibe of the original Mastercard Sonic DNA® (produced by amp), however also added unique and traditional Vietnamese instrumental touches from the flute, zither, and monochord to localize the Mastercard sound. Approaches like these allow brands to appear across cultures sonically while retaining their core essence, building consumer trust and valuable memory and recall along the way.