IF YOU’RE A STARTER, BUILDER, INTEGRATOR, OR MASTER?
amp GmbH (HQ)
Sandstr. 33
80335 Munich
Germany
Sea Containers
18 Upper Ground
London
SE1 9PD
United Kingdom
amp Sound Branding Inc.
3 World Trade Center
175 Greenwich Street
New York
NY 10007
Copyright © 2026 amp GmbH, All rights reserved.
MUNICH | BERLIN | NEW YORK | LOS ANGELES | LONDON | SINGAPORE | MILAN | DUBAI
MATURITY MODEL
SCROLL
When analyzing the music used by different brands, we found that most have reached a few key milestones on the path toward a holistic sonic identity. We define four stages of sonic branding: Beginners, Builders, Integrators, and Masters.
Here’s a breakdown of each Sonic Branding Milestone:
The different milestones and categories are based on strategic depth
not performance rank
BUILDERS
INTEGRATORS
MASTERS
BEGINNERS
MASTERS
Described by holistic Sonic DNA applied across all audible touchpoints. These brands have exemplified a masterclass in sonic strategy. Their unique, owned assets and partnerships have not only garnered attention, but global recognition. Getting to this stage takes the trials and errors of past milestones, and these brands have overcome them all.
INTEGRATORS
Consistent use across multiple channels, moderate owned music. These brands have been able to implement their owned assets in a variety of activations. From the TV screen, to Spotify podcast ads, these brands are inserting themselves into the conversation.
BUILDERS
Have a sonic logo, starting to integrate across touchpoints. These brands are making a name for themselves in sonic branding. Although there are a few shortcomings, their efforts have definitely been noticeable.
BEGINNERS
Experimenting with sonic identity, but music clashes with either identity or brand image. These brands have begun to explore sound and memorability, but have hit a few roadblocks.
IF YOU’RE A STARTER, BUILDER, INTEGRATOR, OR MASTER?
amp GmbH (HQ)
Sandstr. 33
80335 Munich
Germany
Sea Containers
18 Upper Ground
London
SE1 9PD
United Kingdom
amp Sound Branding Inc.
3 World Trade Center
175 Greenwich Street
New York
NY 10007
Copyright © 2026 amp GmbH, All rights reserved.
MUNICH | BERLIN | NEW YORK | LOS ANGELES | LONDON | SINGAPORE | MILAN | DUBAI
MATURITY MODEL
SCROLL
When analyzing the music used by different brands, we found that most have reached a few key milestones on the path toward a holistic sonic identity. We define four stages of sonic branding: Beginners, Builders, Integrators, and Masters.
Here’s a breakdown of each Sonic Branding Milestone:
The different milestones and categories are based on strategic depth
not performance rank
BUILDERS
INTEGRATORS
MASTERS
BEGINNERS
MASTERS
Described by holistic Sonic DNA applied across all audible touchpoints. These brands have exemplified a masterclass in sonic strategy. Their unique, owned assets and partnerships have not only garnered attention, but global recognition. Getting to this stage takes the trials and errors of past milestones, and these brands have overcome them all.
INTEGRATORS
Consistent use across multiple channels, moderate owned music. These brands have been able to implement their owned assets in a variety of activations. From the TV screen, to Spotify podcast ads, these brands are inserting themselves into the conversation.
BUILDERS
Have a sonic logo, starting to integrate across touchpoints. These brands are making a name for themselves in sonic branding. Although there are a few shortcomings, their efforts have definitely been noticeable.
BEGINNERS
Experimenting with sonic identity, but music clashes with either identity or brand image. These brands have begun to explore sound and memorability, but have hit a few roadblocks.
IF YOU’RE A STARTER, BUILDER, INTEGRATOR, OR MASTER?
amp GmbH (HQ)
Sandstr. 33
80335 Munich
Germany
Sea Containers
18 Upper Ground
London
SE1 9PD
United Kingdom
amp Sound Branding Inc.
3 World Trade Center
175 Greenwich Street
New York
NY 10007
Copyright © 2026 amp GmbH, All rights reserved.
MUNICH | BERLIN | NEW YORK | LOS ANGELES | LONDON | SINGAPORE | MILAN | DUBAI
MATURITY MODEL
SCROLL
When analyzing the music used by different brands, we found that most have reached a few key milestones on the path toward a holistic sonic identity. We define four stages of sonic branding: Beginners, Builders, Integrators, and Masters.
Here’s a breakdown of each Sonic Branding Milestone:
The different milestones and categories are based on strategic depth
not performance rank
BUILDERS
INTEGRATORS
MASTERS
BEGINNERS
MASTERS
Described by holistic Sonic DNA applied across all audible touchpoints. These brands have exemplified a masterclass in sonic strategy. Their unique, owned assets and partnerships have not only garnered attention, but global recognition. Getting to this stage takes the trials and errors of past milestones, and these brands have overcome them all.
INTEGRATORS
Consistent use across multiple channels, moderate owned music. These brands have been able to implement their owned assets in a variety of activations. From the TV screen, to Spotify podcast ads, these brands are inserting themselves into the conversation.
BUILDERS
Have a sonic logo, starting to integrate across touchpoints. These brands are making a name for themselves in sonic branding. Although there are a few shortcomings, their efforts have definitely been noticeable.
BEGINNERS
Experimenting with sonic identity, but music clashes with either identity or brand image. These brands have begun to explore sound and memorability, but have hit a few roadblocks.