Sonic Branding Evolved: A Conversation with Uli Reese - Part 2

<p><em>“We always start at the same place, you know, we do not throw color against the wall. Meaning it's a non-execution-driven process. Execution-driven is 'let's get the ten best music companies in the world and then each produces a sonic logo, and then we'll pick one and then implement that globally, and then we're done, check.' And that is completely, that's the old world. The new world is 'let's do some homework, let's understand what we want." -- </em>Uli Reese</p><p>&nbsp;</p><p>This episode’s the second part of my interview with author, composer, and audio branding expert Uli Reese as we discuss Amp’s process for developing a sound strategy, where Uli sees audio going and not going in the future, and the industry race to catch up in the field of sonic branding.</p><p>As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes.&nbsp; And if you have questions for me, visit <a href="http://www.audiobrandingpodcast.com/" rel="noopener noreferrer" target="_blank">www.audiobrandingpodcast.com</a> where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available. And if you’d consider it, I’d love to hear what you think of the podcast! You can leave a review (that I’d love to feature on future podcasts!), either in written or in voice format from the podcast’s main page.</p><p>&nbsp;</p><p><strong>For Decades to Come</strong></p><p>As the second half of our interview starts, Uli explains Amp’s strategy for developing a sonic identity, starting with making sure that the company’s own executives have a concrete grasp of their brand. “If we fail here,” he tells us, “how can we possibly develop something that's going to be valid for decades to come?” We discuss how Mercedes-Benz shook up the IAA car show in Munich with a DNA-based sonic strategy, and how they're thinking long-term when it comes to audio branding. “They’re exchanging everything with DNA-based music that is owned by the brand,”