Michele Arnese has always had a love for music. Still, it was only after spending ten years as a management consultant that he was able to found amp, a sonic branding agency, and his passion became his profession. As Global Founder and CEO, Michele expertly weaves sound into some of the most recognizable brands in the world, such as Mastercard and Mercedes-Benz.

In this episode, Michele and I discuss what branding with sound really is, why it’s so important to the brand experience and the use of data and insights into the world of sonic branding.

In this episode, you’ll learn:

  • What sonic branding is and how it’s different from jingles
  • How companies like MasterCard and Mercedes-Benz are using sonic branding
  • What amp’s copyrighted “Sonic DNA” is and how they created their custom sonic brand index

Key Highlights:

  • [02:23] Michele’s path to founding amp
  • [05:10] What is Sonic Branding and why do brands need sound
  • [08:27] Why sound is resurging and the evolution of the jingle
  • [10:42] What is the perfect example of sonic branding
  • [14:17] MasterCard’s sonic brand strategy
  • [19:36] Mercedes-Benz’s sonic branding
  • [22:08] How using data and technology is impacting sonic branding
  • [24:00] Michele’s index of the best audio brands and the first sonic branding magazine
  • [26:21] An experience that defines Michele
  • [27:22] Michele’s advice for his younger self
  • [28:00] What marketers should be learning more about
  • [28:47] Brands and causes we should notice
  • [30:30] The largest opportunity or threat for marketers today

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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.