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Michele Arnese is the founder of the leading Sonic Branding Agency amp. His team has developed audio brands for clients such as Mercedes-Benz, Mastercard, BMW, UniCredit, and more. We discussed how to build audio brands, sonic identity, and more this week on the On Brand podcast.\n\nAbout Michele Arnese\nDesigned in Italy and assembled in Germany, Michele is a self-driven strategic and creative thinker with a strong entrepreneurial approach: he founded the worldwide leading Sonic Branding Agency amp in 2009. In the field of audio branding, he\u2019s considered one of the world\u2019s foremost experts, with clients including Mercedes-Benz, Mastercard, Deloitte, Porsche, BBVA, Geberit, BMW, UniCredit, MINI, Triumph, The Linde Group, and a range of international awards for his work with amp (among others, four Red Dot Awards in a row and an ADC in silver).\nHe's a member of the prestigious Audio Branding Society and also a Guest Professor at the renowned design university NABA/Nuova Accademia delle Belle Arti in Milan, where he teaches Sound Branding for the Master's Certificate in Sound Design.\n\nEpisode Highlights\n\u201cEvery brand has a sound. The question is who defines it?\u201d Michele began our exploration of sonic branding with this truth bomb.\nIs audio branding more of a thing now or has it always been there? \u201cYou\u2019re probably asking the wrong guy,\u201d joked Michele, who\u2019s run an audio branding agency since 2009! \u201cBut the fragmentation of the brand ecosystem is a big part of the recent activity.\u201d\nWhere do you start with sonic branding? \u201cWe had to invent a process. First, you have to analyze the brand. Then we develop sonic principles based on this. We then create mood boards that reflect what we call the sonic brand DNA.\u201d\nMichele shared how the amp team worked with Mastercard on their new point-of-purchase sonic identity system. Want to hear more about this?\xa0I chatted with Mastercard CMO Raja Rajamannar about this here on the On Brand podcast. Listen now.\nWhat\u2019s one thing we can do to start our own audio branding journeys? \u201cOpen up your brand,\u201d stresses Michele. \u201cEveryone thinks they\u2019re a DJ but you need to start with a design-oriented process supported by data.\u201d\nWhat brand has made Michele smile recently?\xa0As Michele noted, it\u2019s great when a client can make you smile. He shared a smile from the Super Bowl work his team did for Avocados from Mexico.\nTo learn more, go to ampsoundbranding.com\xa0and connect with Michele on LinkedIn.\n\nAs We Wrap \u2026\n\n\nListen and subscribe\xa0at\xa0Apple Podcasts,\xa0Spotify,\xa0Amazon/Audible,\xa0Google Play,\xa0Stitcher,\xa0TuneIn,\xa0iHeart,\xa0YouTube, and\xa0RSS.\n\n\nRate and review the show\u2014If you like what you\u2019re hearing, be sure to head over to\xa0Apple Podcasts\xa0and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.\n\n\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\n\n\nOn Brand is a part of the\xa0Marketing Podcast Network.\n\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices