Having audio guidelines can help brands increase sales and make production more cost-efficient but sound is more than that – it also has the ability to allow brands to participate in culture.

Why it matters

A sonic brand strategy helps brands to trigger an emotional connection with audiences and drive recall to stand out in any category but, more importantly, it enables advertising to play a role in wider culture. For example, Amp Amsterdam produced a piece of music for Sol beer in Mexico that was eventually featured in Ozark on Netflix. 

Takeaways

• Sound is effective in...