A STORY THAT BELONGS IN NEXT YEAR’S SPOTLIGHT?
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
Mood > Music: How Your Brand’sVibe Predicts Performance
Atik, Sciaraffia, Sussman, Thorleifsson
SCROLL
If your brand walked into a room, what would people feel first: fun or serious, warm or cold, zen or thrilling? New joint research from amp and BAV shows those vibes aren’t fluff. A brand’s sonic equity is a strong signal of its cultural equity, reflecting brand strength, stature, positioning, and business outcomes-and it’s measurable.
Why Mood Belongs On The Power Grid
BAV (WPP’s BrandAsset Valuator) measures four pillars of brand perception:
Differentiation
Captures how distinct and energizing a brand feels.
Relevance
Reflects how appropriate and personally meaningful it is.
Esteem
Measures the regard and credibility it holds.
Knowledge
Shows how well people understand what the brand stands for.
Brand Strength
(Differentiation + Relevance)
Signals vitality and future potential
Brand Stature
(Esteem + Knowledge)
Reflects current scale and salience
Plot those two dimensions and you get BAV’s Power Grid. In our 2026 AMP x BAV analysis, brands with a well-defined sonic mood are far more likely to sit in the Leader quadrant at the top right - iconic in consumers’ minds and associated with stronger marketplace outcomes.
Signature Sonic Identity Matters
Brands that use distinctive moods consistently show up as Leaders on the Power Grid, over-indexing in cultural leadership equity. This strategic sonic asset drives differentiation and desirability and can support premium pricing — valuable in today’s economic environment. These brands tend to outperform peers on pricing power, brand desire, and differentiation. Signs of brand strength, such as loyalty and prestige, rise when a brand’s sonic fingerprint is easy to recognize.
Confidence counts, but is it enough?
Here’s the catch: Confident is the most common sonic mood, nearly twice as prevalent as any other. Although confidence is foundational for brand success, its ubiquity makes it a baseline expectation, not a differentiator. If you only sound Confident, you risk fading into the background.
Confidence
77%
of brand's Top Mood
X1.8
of more common than the reminning moods
From mood to meaning, and then to results
Think of moods as shortcuts to meaning. Fun, Positive, and Bright cues tend to build warmth and trust, lifting relevance and esteem. If you need to stand out, move toward Serious, Unexpected, or other unfolding moods such as Reflective, Cool and Restrained, Progressive, or Epic. These choices spark intrigue and drive differentiation when they’re built on authentic brand foundations. Keep confidence as a base layer, not the whole story.
Plot your brand’s vibe with the Sonic Mood Matrix
The Sonic Mood Matrix maps 20 audio moods on two axes: Friendly to Unfolding (from clear and inviting to mysterious and evolving) and Zen to Thrilling (from calm restraint to high energy). Four territories emerge: Serene & Welcoming, Vibrant & Engaging, Mysterious & Evolving, and Bold & Progressive. Pick your home based on your business goal. If you need trust and approachability, stay closer to Friendly. If you need edge and distinction, move toward Unfolding or Thrilling. Then set your palette to fit your brand and category: for example, Calm, Reflective, Dramatic, or Epic. Respect the category norms. Every sector has a default sound; lean into those norms for fit, or break them intentionally to stand out.
Fit the category or flip it
Health and Beauty brands typically cluster in approachable, energizing territory where Fun and Positive moods drive relevance and advocacy. Fenty Beauty stands out by stepping beyond these category norms. Its sonic presence is calmer, more dramatic, and a touch more open-ended than peers, and that deviation correlates with a clear edge in differentiation.
Fit the category or flip it
Automotive brands often favor unfolding storytelling that moves from Zen to Thrilling, using gradual builds and reveals to signal sophistication. In this context, mystery and unfolding cues boost differentiation, while fun raises relevance. Nissan flips the script by prioritizing fun over the unfolding norm and gains relevance within Auto.
From Insight to Impact
Define your sonic goal
Use BAV (e.g., via the Fount) to assess current equity and select one clear objective for your sonic strategy: differentiation, relevance, or esteem.
Map your current sound
Next, audit all your audible touchpoints – ads, social, products, retail, service. Use a consistent mood taxonomy to tag exactly what your brand sounds like today. You can do this with amp’s Sonic Hub. If you need access, contact us and we’ll set you up.
Strategic sonic evolution
If 'Confident' is your only sonic characteristic, you're missing a huge opportunity. It's time to differentiate and build a unique, signature sonic identity.
Are your current sounds actively building the brand equity you need?
Yes? Great! Keep leveraging them.
No? Then it's time to intentionally shift your sonic assets to align with your brand's
future.
Make It Real: Design, Localize, Test, Apply
Design elastic assets
Create a sonic identity that holds together across your sonic logo, UX/UI sounds, and longer branded tracks.
Localize with taste
Adapt instrumentation, tempo, and texture by market while keeping the motif and mood consistent for recognition.
Test for meaning and recall
Track movement on the BAV attributes you target.
Apply consistently
Weave your identity through every audible moment, from the first five seconds of an ad to point-of-sale sounds and retail soundscapes. Consistency compounds.
Three Quick Wins
Don’t sound only “Confident.” Keep it as the base layer and add a signature secondary mood your category underuses.
Choose your growth lever. Need relevance? Skew Fun, Positive, and Bright. Need distinction? Explore Serious, Dramatic, or Unexpected in a way only your brand can own.
Map the category norms, then decide where to align and where to break them. Fenty and Nissan show that intentional deviation pays off.
The Bottom Line
In sound, what you feel is what you get. Mood is the quickest path from a note to a narrative. Confidence is a baseline, not a differentiator. Pick a vibe you can truly own, and orchestrate it everywhere your brand is heard. Do that, and people won’t just recognize you, they’ll root for you.
Meet Our Guest Contributors
Berrak Atik
Director of Insights & Strategy, WPP
I’m focused on growing my brand, improving my products, and finding smarter ways to market and package my work. I’m driven, curious, and committed to turning my design skills into something bigger.
Berrak Atik
Director of Insights & Strategy, WPP
Berrak Atik
Director of Insights & Strategy, WPP
I’m focused on growing my brand, improving my products, and finding smarter ways to market and package my work. I’m driven, curious, and committed to turning my design skills into something bigger.
Berrak Atik
Director of Insights & Strategy, WPP
Michael Sussman
Chief Product Officer, WPP
I’m focused on growing my brand, improving my products, and finding smarter ways to market and package my work. I’m driven, curious, and committed to turning my design skills into something bigger.
Michael Sussman
Chief Product Officer, WPP
Michael Sussman
Chief Product Officer, WPP
I’m focused on growing my brand, improving my products, and finding smarter ways to market and package my work. I’m driven, curious, and committed to turning my design skills into something bigger.
Michael Sussman
Chief Product Officer, WPP
Paula Sciaraffia
Semi-Senior Strategy Analyst, WPP
I’m focused on growing my brand, improving my products, and finding smarter ways to market and package my work. I’m driven, curious, and committed to turning my design skills into something bigger.
Paula Sciaraffia
Semi-Senior Strategy Analyst, WPP
Paula Sciaraffia
Semi-Senior Strategy Analyst, WPP
I’m focused on growing my brand, improving my products, and finding smarter ways to market and package my work. I’m driven, curious, and committed to turning my design skills into something bigger.
Paula Sciaraffia
Semi-Senior Strategy Analyst, WPP
A STORY THAT BELONGS IN NEXT YEAR’S SPOTLIGHT?
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
Mood > Music: How Your Brand’sVibe Predicts Performance
Atik, Sciaraffia, Sussman, Thorleifsson
SCROLL
If your brand walked into a room, what would people feel first: fun or serious, warm or cold, zen or thrilling? New joint research from amp and BAV shows those vibes aren’t fluff. A brand’s sonic equity is a strong signal of its cultural equity, reflecting brand strength, stature, positioning, and business outcomes-and it’s measurable.
Why Mood Belongs On The Power Grid
BAV (WPP’s BrandAsset Valuator) measures four pillars of brand perception:
Differentiation
Captures how distinct and energizing a brand feels.
Relevance
Reflects how appropriate and personally meaningful it is.
Esteem
Measures the regard and credibility it holds.
Knowledge
Shows how well people understand what the brand stands for.
Brand Strength
(Differentiation + Relevance)
Signals vitality and future potential
Brand Stature
(Esteem + Knowledge)
Reflects current scale and salience
Plot those two dimensions and you get BAV’s Power Grid. In our 2026 AMP x BAV analysis, brands with a well-defined sonic mood are far more likely to sit in the Leader quadrant at the top right - iconic in consumers’ minds and associated with stronger marketplace outcomes.
Signature Sonic Identity Matters
Brands that use distinctive moods consistently show up as Leaders on the Power Grid, over-indexing in cultural leadership equity. This strategic sonic asset drives differentiation and desirability and can support premium pricing — valuable in today’s economic environment. These brands tend to outperform peers on pricing power, brand desire, and differentiation. Signs of brand strength, such as loyalty and prestige, rise when a brand’s sonic fingerprint is easy to recognize.
Confidence counts, but is it enough?
Here’s the catch: Confident is the most common sonic mood, nearly twice as prevalent as any other. Although confidence is foundational for brand success, its ubiquity makes it a baseline expectation, not a differentiator. If you only sound Confident, you risk fading into the background.
Confidence
77%
of brand's Top Mood
X1.8
of more common than the reminning moods
From mood to meaning, and then to results
Think of moods as shortcuts to meaning. Fun, Positive, and Bright cues tend to build warmth and trust, lifting relevance and esteem. If you need to stand out, move toward Serious, Unexpected, or other unfolding moods such as Reflective, Cool and Restrained, Progressive, or Epic. These choices spark intrigue and drive differentiation when they’re built on authentic brand foundations. Keep confidence as a base layer, not the whole story.
Plot your brand’s vibe with the Sonic Mood Matrix
The Sonic Mood Matrix maps 20 audio moods on two axes: Friendly to Unfolding (from clear and inviting to mysterious and evolving) and Zen to Thrilling (from calm restraint to high energy). Four territories emerge: Serene & Welcoming, Vibrant & Engaging, Mysterious & Evolving, and Bold & Progressive. Pick your home based on your business goal. If you need trust and approachability, stay closer to Friendly. If you need edge and distinction, move toward Unfolding or Thrilling. Then set your palette to fit your brand and category: for example, Calm, Reflective, Dramatic, or Epic. Respect the category norms. Every sector has a default sound; lean into those norms for fit, or break them intentionally to stand out.
Fit the category or flip it
Health and Beauty brands typically cluster in approachable, energizing territory where Fun and Positive moods drive relevance and advocacy. Fenty Beauty stands out by stepping beyond these category norms. Its sonic presence is calmer, more dramatic, and a touch more open-ended than peers, and that deviation correlates with a clear edge in differentiation.
Fit the category or flip it
Automotive brands often favor unfolding storytelling that moves from Zen to Thrilling, using gradual builds and reveals to signal sophistication. In this context, mystery and unfolding cues boost differentiation, while fun raises relevance. Nissan flips the script by prioritizing fun over the unfolding norm and gains relevance within Auto.
From Insight to Impact
Define your sonic goal
Use BAV (e.g., via the Fount) to assess current equity and select one clear objective for your sonic strategy: differentiation, relevance, or esteem.
Map your current sound
Next, audit all your audible touchpoints – ads, social, products, retail, service. Use a consistent mood taxonomy to tag exactly what your brand sounds like today. You can do this with amp’s Sonic Hub. If you need access, contact us and we’ll set you up.
Strategic sonic evolution
If 'Confident' is your only sonic characteristic, you're missing a huge opportunity. It's time to differentiate and build a unique, signature sonic identity.
Are your current sounds actively building the brand equity you need?
Yes? Great! Keep leveraging them.
No? Then it's time to intentionally shift your sonic assets to align with your brand's
future.
Make It Real: Design, Localize, Test, Apply
Design elastic assets
Create a sonic identity that holds together across your sonic logo, UX/UI sounds, and longer branded tracks.
Localize with taste
Adapt instrumentation, tempo, and texture by market while keeping the motif and mood consistent for recognition.
Test for meaning and recall
Track movement on the BAV attributes you target.
Apply consistently
Weave your identity through every audible moment, from the first five seconds of an ad to point-of-sale sounds and retail soundscapes. Consistency compounds.
Three Quick Wins
Don’t sound only “Confident.” Keep it as the base layer and add a signature secondary mood your category underuses.
Choose your growth lever. Need relevance? Skew Fun, Positive, and Bright. Need distinction? Explore Serious, Dramatic, or Unexpected in a way only your brand can own.
Map the category norms, then decide where to align and where to break them. Fenty and Nissan show that intentional deviation pays off.
The Bottom Line
In sound, what you feel is what you get. Mood is the quickest path from a note to a narrative. Confidence is a baseline, not a differentiator. Pick a vibe you can truly own, and orchestrate it everywhere your brand is heard. Do that, and people won’t just recognize you, they’ll root for you.
Meet Our Guest Contributors
Berrak Atik
Director of Insights & Strategy, WPP
I’m focused on growing my brand, improving my products, and finding smarter ways to market and package my work. I’m driven, curious, and committed to turning my design skills into something bigger.
Berrak Atik
Director of Insights & Strategy, WPP
Michael Sussman
Chief Product Officer, WPP
I’m focused on growing my brand, improving my products, and finding smarter ways to market and package my work. I’m driven, curious, and committed to turning my design skills into something bigger.
Michael Sussman
Chief Product Officer, WPP
Paula Sciaraffia
Semi-Senior Strategy Analyst, WPP
I’m focused on growing my brand, improving my products, and finding smarter ways to market and package my work. I’m driven, curious, and committed to turning my design skills into something bigger.
Paula Sciaraffia
Semi-Senior Strategy Analyst, WPP