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.

Some of my favorite album covers from a variety of bands and artist projects can be found below. All of these are both visually stunning and sonically compelling in my book.

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?

Friday 1st March was the day the music died... at least it was on TikTok. Last Friday marked the end of TikTok’s current license for the Universal Music Publishing Group catalogue—spanning some 4 million songs—as it officially expired.

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.

Licensed music, as opposed to bespoke tracks made specifically by or for a brand, has certain benefits in ad campaigns, but amp’s research suggests that it may not be worth the price in an already expensive ad environment.

In the last few years, we have seen more brands leveraging the power of sound to connect with consumers. In Amp Sound Branding's Best Audio Brands report, a ranking that captures which brands have the most effective sonic strategy over the 12 months, 139 out of 250 brands have a sonic logo.

Fast forward to today, the arts and sciences appear to be reconvening, especially within the branding world. Brands will need to find ways to utilize data and science to enhance their creative and artistic outputs, not only to appeal to Gen Z but also to wider consumers.

As part of an annual series, we asked industry leaders what they see coming in the year ahead while also looking at the year just passed. Next up is Martin Reiher, Head of amp Asia, with a look ahead, a look back, and the fate of his New Year’s resolution for 2023.

Like many that come from both a visual and audio background, it's nearly impossible to separate an album cover from the music itself, especially the first time you hear a given record.

Sound will always be a crucial component for brands as they approach both B2C and B2B marketing. Silence is not an option, and lawsuits lead to wasted time, tarnished reputations and mounting legal fees. Why worry about “personal” versus “commercial” use when considering sound for your brand? Owned music takes all doubt out of the equation.

Landor’s Gabriel Miller, with Amp’s Michele Arnese, argues that the future of marketing will embrace all 5 senses. Here, they explore how agencies (including their own) are preparing for that future.

As the marketing community gears up for 2024, global advertising and PR conglomerate WPP asked ten industry thought leaders to reveal key trends that are expected to shape the landscape. Among those is a very good outlook for AM/FM and digital audio.

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?