A strong audio identity is more than just a catchy jingle at the end of an ad. It involves audio that can be watermarked into the brand experience. For example, Philadelphia, the Kraft Heinz cream cheese,  has a specific audio element for what it sounds like when you spread its cream cheese on a bagel to bring that sensory experience to life in audio. 

As more brands gravitate to audio advertising, best practices for audio creative are needed to help advertisers optimize their campaigns and keep clients happy, industry experts say. Without benchmarks, the worry is a brand will come to audio for the first time, run an ineffective campaign or use creative that doesn’t align with the target audience and conclude that audio is not scalable.

Cody Clark is a Nashville-based multi-industry veteran with extensive experience in the audio and branding sectors. With a proven track record and skills that span creative management to songwriting and sonic brand building, his past work includes musical endeavours for BMW, Peloton, Target, Maybelline, National Geographic, Aerie, US Department of Health, NBC, ABC, HBO, Lions Gate Films, Paramount Pictures, Facebook, and many additional brands.

Execs at ad agencies that specialize in audio say the channel’s efficiency is helping drive an uptick in business for their shops in what may be the start of an audio-first advertising approach for some brands.

Michele Arnese is the founder of the leading Sonic Branding Agency amp. His team has developed audio brands for clients such as Mercedes-Benz, Mastercard, BMW, UniCredit, and more. We discussed how to build audio brands, sonic identity, and more this week on the On Brand podcast.

Having now been celebrating the transformative power of brand strategy and design across the continent for the past 14 years, Transform magazine is once again delighted to announce the winners of Transform Awards Europe.

In this episode of The Sonic Truth, Founder and CEO of AMP, Michele Arnese, joins Veritonic’s Kristin Charron to discuss sonic DNA for brands. What it is, how it’s created, and why it’s an indispensable marketing vehicle for brands of all sizes.

March is Women's History Month, and the women at amp believe that it starts with great sonic. Our Research & Insights Consultant Hannah Cahill analyzed several brands like H&M and Procter & Gamble, for Gillette Venus, on how they target women through music in their commercials. But what is the sound of an inspiring and memorable women’s ad? Does it all sound empowering, or is it a stereotype?

How does a brand become linked to sound, how does an audio agency help create and sell the emotional experience of music back to a brand? This episode will explain and unpack the magic of marketing and music and hopefully leave you inspired about the many possible applications and experiences that sonic branding can bring to your marketing mix.

Today, 10 years later, sonic branding is rapidly expanding. Based in Munich, Thorleifsson is now amp’s Head of Strategy & Research. If the sound of insurance sounds a little dry, spend a few minutes with Thorleifsson. We admit we were a little skeptical ourselves. Then we took a trip into his mind.

Super Bowl advertisers got in on the noise too, whether through jingles, sonic logos, artist partnerships, or iconic songs from the past. As brands seem to increasingly prioritize sound as part of their marketing strategies, a few themes emerged during this year’s game, where several brands used sonic logos in their commercials.

2023 sees Reiher join amp sound branding as the Head of amp Asia, supporting another significant geographic expansion from the rapidly growing audio branding agency. Reiher’s business acumen and versatility across sonic mediums prove the perfect combination for amp’s strong commitment to this widely untapped sonic market.

In Ausgabe 1-2/2023 des markenartikel schreiben Monika Schulze, Head of Customer & Innovation Management und Member of the Executive Committee bei Zurich Gruppe Deutschland, und Michele Arnese, Gründer und Global CEO von amp Sound Branding, über die Rolle von Sound, um eine emotionale Verbindung zu den Konsument innen herzustellen und Vertrauen aufzubauen.

Love it or hate it – popular love songs can be romantic or cringe-worthy. We analyze several brands, Tiffany & Co., McDonald's, Calvin Klein, and Mars regarding their romantic ads for Valentine’s Day. We asked ourselves, what makes a great love song?

Der Spot von Avocado from Mexico (AFM) zitiert mit der Schöpfungsgeschichte die wohl älteste Story der Welt. Weil Eva - dargestellt von der Schauspielerin Anna Faris ("Lost in Translation", "Brokeback Mountain") - von der verbotenen Frucht gekostet hat, muss sie mit Adam das Paradies verlassen. Eine Avocado aus Mexiko bewahrt sie vor diesem fatalen Schritt.

Sonic branding can be an intimidating topic for CMOs and decision-makers. The root of intimidation surrounding this topic stems from the subjectivity that music often provokes in the creative process; this also applies to branding. Thanks to advancements in technology, we are finally able to have data to back up creative decisions.

In this episode, we talk about what audio branding is and how Michele got into the field, how he brought his company to work with all these big names, and how he's using AI in audio work and much more.

AMP Sound Branding released its latest insights showing the complex relationship between sound, soccer and ads that brands have been creating for the event.

Remaining the continent’s only dedicated celebration of rebranding, repositioning and brand development, Transform magazine is proud to announce the full shortlist for the Transform Awards Europe 2023.

Voice control and hands-free operation have added a sonic dimension to modern electronic devices. We have become used to gadgets capable of generating audio alerts and prompts. And that presents both a challenge and an opportunity for device makers. How should a brand sound?