Sound has become pivotal for brands aiming to elevate consumer experiences and foster brand recognition in a rapidly evolving marketing landscape. Recognising the increasing influence of audio in advertising, Landor Group and WPP Network’s amp recently revealed the sixth annual Best Audio Brands report. This report offers an in-depth analysis of the leading audio brands of 2024, highlighting their strategic use of sound.
The ranking illustrates brands’ effectiveness in using sound and music over 12 months. Amp developed evaluation methods and employed their Sonic Hub Tool Ecosystem to gather data and drive our insights. Each year, they combine extensive desk research, AI evaluation, social media monitoring, and sonic strategy analysis to craft the Best Audio Brands report.
Amp’s research findings have significant implications for brand marketing content. The report reveals a 10% rise in music usage and a 1.5% decrease in licensed music in digital content, indicating a shift towards more original and brand-specific sound. As brands increasingly recognise the value of distinct sonic assets, the report aims to spotlight the trailblazing leaders in sound branding, impart effective strategies, and equip brands with tools for leveraging audio to maximise return on investment.
Mastercard and Shell emerged as the frontrunners in this year’s rankings, securing the top two positions. Mastercard’s sonic strategy ensures its brand is audibly present at every consumer touchpoint in the spending process. Mastercard deployed its branded assurance across over 300 million point-of-sale systems and significant global events, bolstering its sonic footprint.
Source: Best Audio Brands Report 2024, amp 2024
Conversely, Shell has seamlessly integrated its sonic branding across traditional advertising and digital content, tailoring its sonic identity to resonate with diverse markets. Through bespoke sonic variations, such as a unique soundtrack for a Louisiana Bayou and a wildlife conservation video, Shell has showcased its adeptness at adapting its sound to specific contexts.
Efficiency is determined by comparing a brand’s Best Audio Brands ranking with its estimated annual spend. Brands that exhibit low sonic performance alongside high expenditure receive a lower efficiency score, while those with the opposite scenario receive a higher score.
Notably, 9 out of the top 10 most efficient brands employ strategies beyond just a sonic logo in their sound branding efforts. The 10th brand, Febreze, has previously utilized branded music. Swiss Re secures the top position with a 50% utilization of branded music.
Source: Best Audio Brands Report 2024, amp 2024
Source: Best Audio Brands Report 2024, amp 2024
The report also extends its evaluation to the media sector, assessing the potency of sound in this industry. Notably, Tubi’s recently introduced sonic logo surpassed renowned brands like HBO, Disney+, and TikTok, claiming the top spot in the media brands’ sonic logo mini-ranking.
Additionally, the report offers sector-specific insights, enlightening advertisers on the prevalence and efficacy of branded music across industries. For instance, it highlights the automotive industry’s disparity in leveraging sonic branding and Audi’s underutilisation of its sonic logo.
Source: Best Audio Brands Report 2024, amp 2024
AI is a hot topic across various industries, including marketing and advertising. This observation from the AI report piqued our interest due to the widespread influence of AI in diverse fields.
Source: Best Audio Brands Report 2024, amp 2024
The Best Audio Brands report illuminates the pivotal role of audio in contemporary branding and showcases best practices, serving as a guiding beacon for brands seeking to assert their dominance in the ever-changing soundscape of marketing. It highlights the leading audio brands of 2024, imparts effective strategies and equips brands with tools for leveraging audio to maximise return on investment.
Download the report from the amp website.
