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What should a brand sound like? The importance of Sonic Identity

Credit: Illustration by Tam Nguyen/Ad Age

Credit: Illustration by Tam Nguyen/Ad Age


It is with great pleasure that we would like to announce a feature in AdAge. Ad Age is a global media brand that focuses on curated creativity, data and analysis, people and culture, and innovation and forecasting. This particular feature discusses the hot topic of sonic identities at the last Cannes Festival. The presence of major corporate executives shows that this growing industry has strong potential.

Sound branding is not just a new buzzword. It's a fast-growing industry that is gaining attention and respect everywhere. Nowhere was this more obvious than at this year's Cannes Festival, where in just two days, major marketers, agencies and media representatives presented their new initiatives and talked about the importance of sound design and its identity. The participants were on the main stages to present the sound strategies they have put in place in recent months. amp's CEO, Mr. Michele Arnese, was one of the participants and shared his insights on the use of melodies to create a recognizable sound identity.

“If you only have one melody, people will start to hate it,” Arnese says. “The idea was to create a sonic DNA as a mixture of ingredients that can be adapted culturally and to different styles and artists.”

Ultimately, it is not a question of changing the identity of a brand, but of translating the brand identity into sound.

You can find the complete AdAge article here.

Irina Milojevic