January 31, 2026  

How does A-MNEMONIC use psychology in their sonic branding work?

Answer: The balance between familiarity and novelty
Berlyne’s ‘inverted-U hypothesis’

In psychology, Berlyne’s ‘inverted-U hypothesis’ describes how people tend to dislike things that are over familiar (predictable, boring) or too novel (too new, challenging). 

The highest engagement sits somewhere in the middle – where something feels recognisable… yet still fresh.

Virtually all pop music aims to be in this sweet spot.  I bet most of the music you love or resonates with you is also there. All commercial song-writers and producers try to end up here.

A sonic identity is no different.  Sonic branding works best when it sounds recognisable enough to be processed implicitly, yet novel enough to remain distinctive.

Push too far either way and you lose impact – either through invisibility or irritation.  This can be helpful to conceptualise where your brand is on this scale.

However, unlike a pop record, most brands need their sonic identity to stick around, be relevant.  And work hard… Over time.

Add a Time Dimension

Over time, a sonic identity may become repetitive.  It can slowly slip to the left… Into familiarity.

We’ve seen, if you evolve and progress your sonic branding over time, that familiarity / novelty is continually being re-freshed.  You’re not only planting a good memory, you’re giving it roots, feeding and keeping it alive. And relevant! 

A-MNEMONIC apply the same principle for really effective sonic branding.

This research reinforces something we’ve seen in practice for years: a sonic identity works best when it’s evolving. Not a single repeated sting, but a system or variations that share a recognisable musical DNA while evolving over time and context.

This implicit response, combined with a smart interplay of familiarity and novelty, over time is where the real long-term power of sonic branding seems to lie.

January 30, 2026 No Comments  

How Does Music Influence Brand Perception? The Science of Sonic Branding

By the A-Mnemonic team | 10 min read

Music influences brand perception by triggering emotional responses and memory encoding in the brain, creating lasting associations between sound and brand identity.  According to the SoundOut Index 2025, sonic logos that include brand names are 9× more effective at driving attribution than pure musical cues.  A-MNEMONIC’s psychology-driven approach to sonic branding harnesses these neurological principles to create memorable audio identities that forge deeper emotional connections with audiences.

The Neuroscience Behind Sound and Memory

Sound activates brain regions linked to emotion and memory more directly than visual stimuli.  Research from MIT’s Computer Science and Artificial Intelligence Laboratory demonstrates that humans process sound in approximately 0.3 seconds, compared to 1.2 seconds for visual information.  This neurological reality explains why audio branding can create such powerful and lasting impressions.

Professor Charles Spence of Oxford University’s Crossmodal Research Laboratory has documented that congruent sound and video combinations can enhance emotional impact by over 1,200%. When A-MNEMONIC develops sonic identities for clients like The Guardian Podcasts or Love Island, this crossmodal science guides every creative decision.

The auditory cortex connects directly to the limbic system – our brain’s emotional processing centre. This pathway bypasses rational thought, creating what neuroscientists call “implicit memory.” A well-crafted sonic logo embeds itself in this subconscious layer, triggering brand recognition before conscious awareness kicks in.

Why Sonic Logos Are More Memorable Than Visual Ones

The SoundOut Index 2025 – the largest sonic brand tracking study ever conducted, covering 174 brands and over 70,000 consumers has crucial insights into why we remember sonic logos more than visual ones. The research found that 22 of the top 25 performing sonic logos include the brand name, whilst 90 of the bottom 100 omit it entirely.

The study uncovered a concerning “recall gap”.  Whilst 36% of consumers claim to recognise a sonic logo, they correctly identify the brand only 43% of the time. Without a brand name embedded in the audio, accuracy collapses to just 18%.  This data underscores why A-Mnemonic’s Attribute Mapper tool benchmarks sonic concepts against thousands of hit records to ensure brand alignment before production begins.

Kantar’s BrandZ research demonstrates that brands with strong sonic assets achieve 76% higher brand power and 138% higher perceptions of advertising strength.  These aren’t marginal gains.  They represent transformational competitive advantages in crowded marketplaces where visual differentiation has plateaued.

The ROI of Strategic Sonic Branding

Ipsos research established that ads featuring sonic cues are 8.53× more likely to produce high-performing campaigns compared to visual-only assets. Yet only 8% of brand assets currently incorporate sonic elements-representing what Ipsos calls a “huge missed opportunity” for marketers seeking differentiation.

Real-world case studies validate these findings. TikTok achieved 73% positive emotional association and 52% recognisability (40% above average) within months of launching its sonic identity. Netflix’s two-second “ta-dum” achieves 94% recognition amongst streaming audiences. Mastercard reports 77% trustworthiness perception within 12 months of implementing its sonic identity across 235 million payment points globally.

A-Mnemonic’s work with Which? and Badoo demonstrates how psychology-driven sonic branding translates research into commercial outcomes. By mapping brand attributes to musical characteristics before composition, clients receive audio identities grounded in data rather than subjective preference.

Metric Impact Source
Ad effectiveness with sonic cues 8.53× higher Ipsos
Brand power increase 76% higher Kantar BrandZ
Advertising strength perception 138% higher Kantar BrandZ
Attribution with brand name 9× more effective SoundOut Index 2025

How Music Psychology Shapes Consumer Behaviour

Music psychology research reveals that different musical elements trigger specific emotional and behavioural responses. Tempo affects perceived time duration – faster music makes waiting feel shorter. Mode (major versus minor keys) influences emotional valence. Timbre creates associations with brand personality traits. These aren’t abstract theories; they’re measurable phenomena that A-Mnemonic’s music strategists apply to every brief.

Songtradr research published in 2024 found that strategic music use accounts for 15% of brand business performance in the beauty sector. In retail environments, studies demonstrate clear links between music likability and increased customer visits, dwell time, and purchase behaviour. Immersive audio experiences increase emotional engagement by up to 44% compared to traditional sound design.

The implications extend beyond advertising. Voice-first technologies like smart speakers eliminate visual cues entirely, making sonic identity the primary brand communication channel. With the smart home market projected to reach £174 billion by 2025, brands without distinctive audio signatures risk becoming invisible in voice-activated commerce.

Building an Effective Sonic Identity

The SoundOut Index 2025 demonstrates that heritage sonic identities can achieve remarkable results when refreshed strategically. Maybelline’s updated 25-year-old jingle achieved 73% attribution upon re-launch, storming into the top 20 performers. Pillsbury’s modernised Doughboy giggle outperformed many newer compositions, proving that sonic equity compounds over time when managed correctly.

A-Mnemonic’s approach to sonic branding begins with rigorous brand attribute mapping. The proprietary Attribute Mapper tool translates brand values into musical characteristics, benchmarking options against commercial data to eliminate subjectivity from creative decisions. This data-driven methodology ensures the final sonic identity aligns with brand DNA rather than individual taste.

Effective sonic systems extend beyond the logo. A comprehensive audio identity includes brand tracks, soundscapes, UI sounds, and usage guidelines ensuring consistent deployment across touchpoints – from television advertising to mobile app notifications to in-store environments. For deeper insight into methodology and case studies, download The A-MNEMONIC Sonic Branding Report.

The Future of Audio Branding

The SoundOut Index 2025 forecasts significant shifts ahead. Generative AI has not yet reshaped sonic logos, but it is already transforming music for advertising. Industry projections suggest 27% of music creator revenue could shift to AI by 2028, enabling brands to develop scalable, emotion-led campaign soundtracks. A-MNEMONIC explores these developments in our analysis of AI-produced music.

Spatial audio and immersive technologies create new opportunities for sonic differentiation.  As AR/VR adoption accelerates and experiential retail evolves, three-dimensional soundscapes become competitive advantages.  Technology, energy, and automotive sectors show the fastest growth in sonic logo adoption, recognising audio’s role in digital-first customer experiences.

David Courtier-Dutton, CEO of SoundOut, summarises the imperative clearly: “Attribution is everything. You can win awards for sonic creativity, but if consumers can’t link your sound to your brand, it’s wasted investment. The winners of tomorrow are those who embed their brand into memory with sound today.”

Frequently Asked Questions

How do I create a sonic identity for my brand?

Creating a sonic identity begins with brand attribute mapping-translating your brand values into musical characteristics. A-MNEMONIC’s process involves strategy workshops, attribute mapping , creative development with multiple sonic directions, consumer testing, and finally production of a complete sonic system with usage guidelines. Most mid-market projects take 4 – 8 weeks from brief to delivery.

What makes a good sonic logo?

Research from SoundOut shows effective sonic logos share key characteristics: they include the brand name (9× more effective for attribution), last 2-3 seconds for optimal memorability, feature distinctive melodic elements, and remain flexible enough to adapt across different contexts and platforms whilst maintaining recognisability.

How do I measure sonic branding ROI?

Sonic branding ROI can be measured through brand tracking studies (unaided and aided recall), attribution testing, ad effectiveness metrics, and commercial outcomes like conversion rates. Kantar BrandZ data shows 76% higher brand power and 138% higher advertising strength perception for brands with strong sonic assets – metrics that translate directly to business performance.

How much does sonic branding cost?

Sonic branding investment varies significantly based on scope. Simple sonic logos range from £15,000–£50,000, whilst comprehensive enterprise programmes spanning global markets can exceed £200,000. A-Mnemonic delivers broadcaster-grade craft at mid-market pricing, with most projects falling in the £20,000–£80,000 range depending on complexity, media, territory and deliverables required.

Is sonic branding relevant for B2B companies?

Absolutely. Intel’s sonic logo, with an estimated £500M+ investment achieves 80% global recognition and plays once every five seconds worldwide.  B2B companies increasingly use sonic branding for webinars, podcasts, video content, trade show presentations, and digital platforms.  Sound creates emotional differentiation that visual identity alone cannot achieve.

Ready to Unmute Your Brand?

A-MNEMONIC combines music psychology with data-driven methodology to create sonic identities that boost recall by up to 96%.

Book a Discovery Call

References & Sources

  1. SoundOut (2025). The SoundOut Index 2025: Largest Ever Sonic Brand Tracking Study.
    Marketing Communication News
  2. Kantar (2024). How Sonic Branding Builds a Deeper Connection With Your Audience.
    Kantar Inspiration
  3. WARC (2024). Sounds Like Success: How Sonic Branding Can Unlock Brand Potential.
    WARC
  4. Transform Magazine (2025). Arby’s Named Most Recognisable Sonic Logo in the US.
    Transform Magazine
  5. Fast Company (2025). Multiply the Power of a Brand Name With a Sonic Signature.
    Fast Company
  6. Creative Bloq (2025). This Is the Most Famous Audio Logo in the World.
    Creative Bloq

About A-MNEMONIC: Based in Soho, London, A-MNEMONIC is a sonic branding and audio production agency that creates iconic, memorable audio identities for brands, broadcasters, and entertainment companies. Clients include ITV, BBC, The Guardian, TalkTalk, and Love Island.
Learn more about our team.



March 12, 2025  

Why do we remember sonic logos more than visual ones?

Sonic branding isn’t new – it’s been around in TV, film, and broadcasting for decades. Think about the MGM lion’s roar, the little kid saying “I Made This” at the end of The X-Files, or the “Shh. Da da daa daa daa daa daa da daa” from Gracie Films at the end of The Simpsons. These sounds are instantly recognisable, and they’ve stuck with us for years.

And it’s not just those examples, there are loads of iconic sonic logos that have become ingrained in pop culture! The 20th Century Fox Fanfare – that big, brassy intro before classic movies. Even if you haven’t heard it in a while, you can probably hum it. THX Deep Note – that eerie, swelling synth sound that tells you you’re about to experience some serious audio quality. The Pearl and Dean logo – I can almost smell the popcorn!

These sounds trigger something in us. They make us feel something, whether it’s nostalgia, excitement, or just the comfort of the familiar.

So why are brands only just catching up?

The reason sonic branding works so well is because sound taps into emotion. Studies have shown that brands with strong audio identities are remembered more than those without.
A study by the University of Leicester found that brands with music that fits their identity are 96% more likely to be remembered than those with non-fitting music or no music at all. A simple sound can spark recognition way faster than a visual logo ever could.

For years, companies have focused on their visual branding – logos, colours, fonts. But here’s the thing: brands love to tweak and update their logos. Can you picture the original Coca-Cola logo? What about FedEx’s first logo? Or Microsoft’s? Chances are, you’d struggle to remember them exactly.

But sound is very different. When a sonic identity is done well, it sticks with us for life. That’s why more brands outside of entertainment are beginning to invest in audio.
There’s no doubt about it – sonic branding just lasts longer than visual logos.

Visual logos change. Sound stays with us. That’s why more brands are realising that a great sonic identity isn’t just a gimmick – it’s a long-term way to be remembered.

 

How does sonic branding work?
March 13, 2024  

Decoding the Influence of Music in Brand Perception

What is sonic branding?

Sonic branding is music or sound that carries the emotional attributes – the ‘feeling’ of a brand via your ears, to the brain of the listener, or consumer. As a result, they feel good and associate that feeling with the brand.  It’s easily memorable.  We know what it means.

What actually happens cognitively? 
  1.  The listener clearly understands the brand’s feeling and emotions communicated..  
  2.  It triggers recall –  we remember it.
  3.  We correctly attribute what we’re hearing.  We know what it means, where it comes from and what it’s asking of us.
  4. This emotionally locates and primes our audience (or consumers, or listeners) in a short time.  Sometimes in a very short time!
What outcomes should I expect?

Expertly conceived, written and produced, distinctive sonic branding will achieve these outcomes:
Increased brand attribution and foster deeper emotional connections with consumers, ultimately resulting in increased sales.

Audio Branding and Sonic Branding – What’s the difference?

Well, not much.  Radio broadcasters tend to refer to audio imaging.  A term we love.
In TV entertainment we call it theme tunes.
Brands and advertisers tend to refer to it as audio branding or sonic branding or sonic identity  Our preference is brand sound.  It covers most uses.They all do exactly the same thing:

How long should sonic branding be?

There are no rules. The sonic branding with the most impressive recall stats is Disney’s ‘When you wish upon a star’.  It’s 45 seconds!  However we only need to hear a tiny fraction of that melody, 2 or 3 notes, and we know exactly what it means.

The McDonalds whistle is 3 secs. We-buy-any-car.com is similar.  Theme tunes tend to be 20 secs.  

Successful sonic branding has to work hard.  You should only need to hear it twice to understand, remember and correctly attribute what you’ve heard.  It should not rely on repetition.  The human brain can remember anything if repeated enough.  That’s expensive.  

If your sonic branding is smartly thought through and produced, it’ll ooze integrity and authenticity.  And of course live rent free, in your consumers heads!

June 22, 2023  

We’re 10 years old!

We launched A-MNEMONIC Music at Cannes Lions exactly 10 years ago.  Founder and MD Toby Jarvis looks back at the summer of 2013.
“I had left my previous job the day before and was due in Cannes the next day. With no phone or business cards.  Just passion and enthusiasm. I knew what A-MNEMONIC could become. However, less certain how to achieve it.
The only place I knew that could design and print business cards overnight was ProntaPrint, just off Trafalgar Square. I pitched up at around 10 pm and thought of a company name in about 3 seconds.  They ran off a batch of purple cards so I could take them to Cannes the next day.
I had built a recording studio 6 months before, at a huge expense, and only needed a final injection of cash to get it all up and running properly. I didn’t know how to start a business. I had no idea if we’d win any clients. It seemed like the most terrifying gamble you could take.
Within a few days from our return from Cannes, we had a company registration number, a VAT number, a lawyer, an accountant, – and a tiny office, at the very top of the Windmill Theatre in Archer St. Our little space had previously been used as the ‘exotic dancer’s’ dressing room. The decor hadn’t been touched since Paul Raymond’s days in the 60s. Very seedy.
That week, we had our first job. ITV were updating their ‘This Morning’ show and we were called in to ‘refresh and update’ the theme music.
Amazing how time has whizzed by so quickly.
In the 10 years since, we’ve worked with many smart and talented clients, brands, agencies, marketeers, producers, directors, animators, musicians, voices, singers and composers. From all over the world. We’ve had our share of challenges and setbacks too. No train wrecks. Yet. In addition to the 2,432 music tracks we’ve produced, our team have chalked up 5 marriages, and 6 babies.
We have the same enthusiasm and passion now. The biggest buzz for us is collaborating with amazing people – experts in their craft and producing great work. Technology continues to evolve around us. It has always been an integral and exciting part of our journey, and will undoubtedly continue to shape our future.
Unfortunately, we’re not in Cannes this year, too much going on here. Happy birthday to us!”
February 7, 2023  1

The A-MNEMONIC sonic branding report 2023.

We’ve now released our first-ever Sonic Branding Report.
An academic analysis of the latest thinking, ideas, stats and arguments.
This is only available for advertisers, brands, and broadcasters.

We break dense, often-inaccessible scholarship down into manageable chunks and discuss them informally. Second, we build on existing scholarship alongside recent data in order to make our own suggestions about where sonic branding may be heading next…

This report is aimed at anyone working for brands, their advertisers, marketers and strategists alike. Particularly those who find talking about, or quantifying their use of music perplexing. It doesn’t need to be that way!

Register your interest here

October 18, 2022  1

Can You Generate a Completely AI Produced Song?

A-MNEMONIC’s Toby Jarvis explores whether artificial intelligence can truly create music that emotes, and has personality and believability.

Having watched the rise of artificial intelligence – both during the creative process and, with the listener or consumer, things are getting interesting.

Is it possible to generate an utterly AI-produced song? Not only the lyrics but the chord structure, the melody, all the band member’s instruments – and the lead singer?

Alan Turing experimented with computer-generated melodies in 1951, David Bowie with randomised lyric writing and many, many others since have used AI to augment their creative/ recording process.

There are a plethora of artificial intelligence, prose, lyric and songwriting tools out there. Some are unnervingly clever. There are chord progression, and melodic generators too. They suggest any number of chord sequences and musicologically solid routes forward.

I’ve been using a ‘virtual drummer’ for ages. It obediently plays along while you’re working out ideas, it’ll follow your tempo perfectly, and even decide on where to correctly play any fills.

There are hundreds of programmes like Riffer, which will endlessly generate melodies or arpeggios or rhythms. Given you dictate the key/tempo and sound, these many programs are still very much under the creative control of the composer.

The only AI programme we found to generate anything near 100% original was ‘Melobytes AI Song’. However, scoring high with creative originality it scored very low in how it sounded. Terrible!

For singing voice generation, we sometimes use Emvoiceapp. You input the melody, either by picking it out with one finger on a keyboard or inputting the notes on a grid. You then type in your lyric text, then choose one of four pre-set voices. Press enter and… Bingo! Well, sort of. One of the voice options sounded like a really pissed-off Cher. One of the male voices sounded quite creepy. No character, spark or believability. We sometimes use it to work out backing vocal harmonies, in advance of the singer doing it for real.

All these creative aids have become standard use in music creation. However, all require significant human input and judgement. None of these everyday tools can create anything like original music. Yet. It’s still down to the writer.

If a particular song has been successful, machine learning can be used to scan existing models and create new versions. Lately, AI-penned (or modelled) songs have come into their own. Indeed there is a top 10! In most cases, the lyrics are written using predictive text. Artist, “Botnik” used predictive text 50% trained in Morrissey lyrics, and 50% in Amazon customer reviews!

However, aside from the lyrics, these ‘tribute’ songs are based on an existing artist’s lyric style and sound. They’re all sung by humans with human people playing. Not truly AI-generated.

So, is it possible to generate a completely AI-created song? Just input your desired mood, and the emotions you want to hear and feel.

You say to Alexa: “Make me a track in the style of the Beatles, Swedish House Mafia, Beethoven with a 10% of dubstep, oh and it’s rainy and a robot took my job today. Please create a song that fits that criteria for me.”

Some production music libraries are heading this way – Soundraw, Jukebox and Amper are a few. However, they seem to rely on vast amounts of pre-recorded (and pre-composed) audio.

Because AI has to be pre-programmed with options to create specific musical pieces, it often produces music that is predictable. Desperately bland and characterless. Because it is essentially governed by an algorithm. It doesn’t feel believable.

An audience will listen or engage with music if it emotes, and has personality and believability. As far as I can see, pure AI music creation can’t do this yet. Not by a long way.

Toby Jarvis
May 2, 2019  

A-MNEMONIC Music’s Toby Jarvis discusses some helpful tips to formulate the perfect music brief

A senior creative confided in me the other day – he didn’t like briefing music, didn’t feel he could talk about music and wished he could ‘brief music better’.

I was somewhat taken aback. Over the three or four projects we had previously worked on together I had never detected any lack of confidence with music briefing.

He expanded: “Oh I really hate dealing with music. I don’t have the language or the experience or the skills to talk about music. I’m intimidated and at sea with the whole prospect of thinking about music, I don’t have the vocabulary and quite happy to pass it on to someone else to deal with!”

It doesn’t have to be like this – briefing music can be good fun and an exciting part of the process. A little bit of forethought with the music can be a fantastic opportunity to be really creative and brave, creating an amazing piece of music that people will remember and become part of the DNA of your ad/film/TV show/experience.