Can you recognize the James Bond soundtrack with your eyes closed? Do you recognize it, when Shirley Bassey sings?
What about the Bond songs by Duran Duran and Adele? James Bond has a strong Sound DNA.
Can you sing the Star Wars Theme? Do you recognize it in each episode?
A strong Sound DNA is the cornerstone of every Sound Identity.
And a long lasting brand asset.
60 years and still going strong. With every new movie, the James Bond brand invests in its own assets, using the Sound DNA and adapting it to the Zeitgeist. Brand Recall, Memorability and Flexibility are powerful properties of this well-rounded Sound DNA. It has successfully communicated the brand for more than 60 years.
For a short explanation of a Sound DNA used in a holistic sound identity, please watch this short film about The Sound Of UniCredit, one of our awarded projects.
Our process is very simple and based on a typical design process.
We want to stay connected with all client processes and with all involved agencies (advertising, design / C.I.). That's why we follow a standard process instead of hocus-pocus.
Using data based on 15 years of market research in various cultures (Europe, USA, China, etc.), we analyze correspondences between your target group’s value system and specific musical parameters.
How does one truly speak to Innovators with music? What about Progressive Maximalists? Using our cross-cultural understanding of human archetypes we can provide these answers (both qualitative and quantitative) in the form of creative briefings: these serve as the basis for your Sound DNA.
You have probably come across conventional approaches aimed at clustering people based on the typical product-centered assumption that "all customers in the same target group are alike". To be honest, it's obvious that this is probably not true.
But here comes the good news: amp works with a different methodology because amp thinks that "all people are different".
In collaboration with Rosebud Strategies, amp has developed an innovative analysis tool – the Music Profiler – enabling us to select that music, which places the brand in a unique emotional relationship with people.
In this theoretical framework, the decision to buy a product is based on emotional motivation. Correspondence between the brand's and the customer's value system will lead to a more probable purchase.