Music, Brands & Behavior – Uli Reese, AMP Soundbranding – (English Episode)

"Where words fail, music speaks." 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."