Reiner Erlings, Managing Director at Amp.We live in a world of constant visual demand. Our screens never sleep. Our feeds refresh endlessly. In the branding world, visual expression has mirrored this demand, with logos, colors, and motion all calibrated down to the pixel. But in all of this focus on what we see, we’ve overlooked something far more instinctive: what we hear. This is where sonic branding comes in. Sound reaches us faster than sight. It bypasses rational filters. It speaks directly to emotion, memory, and mood. It is universal; it transcends language. And yet, it’s still often treated as an afterthought in brand building.
That needs to change, not because it’s trendy, but because it’s deeply human.
In my
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