299. amp Sound Branding. Super Sonic Branding.
Bjorn Thorleifsson
January 25, 2024
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In today’s interview Bjorn Thorleifsson, the Head of Research and Insights at amp Sound Branding, delves into the importance of sound in marketing, specifically focusing on sonic branding. He provides valuable insights into how marketers should be thinking about leveraging sound, emphasizing its emotional impact, cross-cultural relevance, and the need for a flexible and holistic approach. As technology continues to evolve, brands that invest in creating a distinctive and memorable sonic identity are likely to leave a lasting impression on consumers.
Some key takeaways:
The Rise of Sensory Marketing: With the advent of technology like smart speakers and platforms such as TikTok, sensory marketing is becoming increasingly crucial. Brands are now thinking beyond campaign-driven sound and exploring how to create brand equity through a holistic approach to sound.
The Emotional Impact of Sound: Sound has a unique ability to affect emotions quickly and deeply, often faster than visuals. Bjorn compares it to being a "highway to our emotions," making it a powerful tool for marketers to connect with consumers on an emotional level.
Sonic Branding vs. Sound: Sonic branding involves using music and sound to benefit companies, creating a recognizable brand identity through sound. It goes beyond a simple sound logo, aiming to build memory structures for the brand through a more holistic and flexible sonic identity.
Sharing Sonic IP: Unlike visual IP, releasing sonic elements can create a sense of community and engagement.
Holistic Approach to Sonic Branding: Sonic touchpoints vary for each brand and can include elements like hold music, message notifications or payment confirmation. UX UI sounds, such as notification sounds, can be crucial for building brand recognition.
The Durability of Sonic Branding: Sonic branding has a long-lasting impact, creating memories that can be recalled even after years. Nostalgia plays a role, but flexibility allows brands to adapt and resonate with new generations.
Bjorn Thorleifsson is the Head of Research & Insights at amp sound branding, a WPP company. He is a Consumer Behaviourist with an educational background in psychology and sound engineering, focusing on how music and sound affect people's consumption. Bjorn has a keen interest in the practical applications of the combination of music and psychology to the "real world". He has an inquisitive mind and finds it intriguing to see how music can influence consumer behavior, marketing, and employee well-being and satisfaction. He has developed skills that enable him to carry out domain-specific literature research and reviews, market and consumer research, project management, survey design and administration, data collection methods (qualitative and quantitative), SPSS analysis, and report writing.
amp is the world’s leading sonic branding company. amp utilizes its award-winning Sonic DNA® design approach to create holistic sonic identities for global brands. Leveraging sound, voice, and music, amp builds authentic connections for brands across audible touchpoints, cultures, and audiences. With a diverse portfolio of clients, including Mastercard, Mercedes-Benz, Deloitte, Zurich Insurance, Uber, Klarna, and Kraft Heinz, amp creates and implements 360º sonic experiences and assets. From digital advertising to branded content and user experiences, amp provides creative sonic solutions with the latest developments in tech. amp’s Sonic Hub® Ecosystem, a revolutionary AI-fueled tool suite built for the entire lifecycle of a sonic identity, helps brands by researching, testing, and creating sonic assets at scale utilizing cutting-edge generative AI and voice technologies. Bringing this data-driven, design oriented sonic approach to the wider branding world, amp is now part of the advertising, communications, technology, and commerce holding company, WPP, and their brand and design consultancy, Landor & Fitch.