Got a brand, but maybe you’re not using audio as strategically as you could be? You’re not alone. When it comes to marketing, sound is one of the most powerful and yet, least utilized brand assets available. Some studies even suggest it can increase brand awareness by nearly 200%. But don’t just take our word for it. In his latest Forbes article, Villanova University Professor of Marketing and Forbes Senior […]
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Sports tap into our emotions like no other form of entertainment, and a big part of that is due to sound. From broadcast themes to in-game audio, music elevates our emotions, builds anticipation, and connects us deeply with teams, leagues, networks, and broadcasts. Over the years, certain sonic anthems have become synonymous with the sports they represent, so much so that it’s hard to imagine one without the other. Here […]
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Most brands don’t have a music problem – they have a sonic identity problem. In today’s media landscape, brands are heard across countless platforms from broadcast to streaming, social, retail, immersive, and more. Without a cohesive sonic system, a brand’s sound can feel disjointed, missing opportunities to connect with audiences on a deeper level – a gap forms between brand intention and audience perception. Research shows that distinctive brand assets play […]
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The 2026 NFL championship game, as usual, served up some big-time commercials. They included beer ads, AI products, weight loss drugs, cryptocurrency, gambling…and everything imaginable in between. Some were heartfelt, some spectacular, some unexpected, and some just downright silly. And this year, they seemed especially compelling as the game itself turned out to be stultifyingly dull. Add in the “battle of the halftime shows,” and there was plenty to watch […]
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Sound is finding its way into every facet of the brand experience, giving sonic branding plenty of runway as we launch into 2026. Last year, we identified personalization and authenticity as top trends to keep an ear on – and they’re still very much in play. But in 2026, it’s about crafting sonic brands that scale and feel unmistakably human. Here are our top 5 trends shaping how brands will […]
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The holidays are one of the most inspirational times of the year – and if you’re a marketer, also one of the most stressful. Whether you’re creating ads, social content, immersive experiences, entertainment or broadcast themes, it’s a tough time to get the attention of your audience. As always, audio is a big part of the decision, but in a world where everything has been done, how do brands make […]
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AI is helping us reconnect with music, though not in the way you might think. It’s not the speed or pristine songwriting, composition, and production that’s redefining our relationship with it. It’s what AI can’t offer that’s reminding listeners of what they truly love about music – and perhaps what will ultimately keep the technology from replacing musicians altogether. AI & Artistry For the past few years, SAM has been […]
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From city traffic to airplanes to handheld devices, the world today makes a lot of noise, and it’s not all good. In urban environments, people often experience extended periods of excessive noise levels – above 90 dB – which can lead to serious health risks. Noise reduction efforts are underway in many of the world’s most populated cities, and as a sound creation agency, we at SAM felt it important […]
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What sounds take you back? Is it the whimsical music of an ice cream truck, a commercial jingle from Saturday morning cartoons, the ‘one-up’ chime from a video game, or maybe a hit song from a summer road trip? Our senses are really good at triggering past experiences, and sound is one of the most powerful. Examining how we process the audible world can shed light on why sound is […]
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Wow, this is really powerful! A recent post by our sonic research partners over at SoundOut has revealed that sonic branding is the most effective brand asset when it comes to maximizing brand awareness. The article references research completed by System1 and TikTok [Source: The Long & Short (Form) of It] which analyzed nearly 900 short-form ads and 92,000 consumers. Among the findings, sonic assets (e.g. sonic logos, brand mnemonics, […]
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