Soundbranding and Distinctiveness – Uli Reese, AMP – (English)

We're living in the golden age of audio. Acoustic interfaces are
exploding. Smartphones, kitchen appliances, websites, and our cars
already listen to our voice. More and more brands are seeking their
own personal sound. I talk with Uli Reese, co-owner of sound
branding agency AMP, about what exactly a sonic identity is, why
audio branding is a competitive advantage for brands, and why the
future of branding will be multisensory. Uli has won virtually
every award there is to win for music and sound: from ADC Nails to
Golden Lions to Emmys - and even a student Oscar. For the past 10
years, he has run the "101 Great Minds" project in which he
interviews CMO's around the world on Music, Brands and Behavior. In
2019, Mastercard introduced the new Sonic Brand Identity of
Mastercard, which was developed by amp and has since won many
awards. A particularly exciting project as Mastercard has been
systematically investing in its multi-sensory brand identity for 10
years. With great success. Mastercard's brand value, as calculated
by Interbrand, has risen from 3 to 13 billion euros during this
time. Among other things, we talk about: - How Uli lost to a
12-year-old at 16 as a budding tennis pro, and how that helped him
land his first job in the music industry, - why James Bond can also
be heard in a song written by Adele, - why a 2-3 second sound logo
is too long today, - why brands earn trust by the trickle but lose
it by the bucketload, - how the CMOs of leading brands see the
future of brand management. Uli Reese´s Screensaver-quote: "Do good
when nobody is watching."