A groundbreaking research, titled “Flute is Sophisticated, Piano is Competent – Designing a Sonic Brand Personality. Presented at the AMA Summer 2024 Academic Conference in Boston.

BrandMusiq, a global leader in sonic branding, in collaboration with Northern Illinois University, unveiled a groundbreaking study at the AMA Summer 2024 Academic Conference in Boston.

The research highlights the critical role of instrumental timbre—such as the sophistication of a flute or the competence associated with a piano—in conveying specific brand personalities. Furthermore, it emphasizes the importance of tempo, revealing that the interaction between timbre and tempo significantly influences brand perception. For instance, the wrong tempo can undermine the intended branding effect of a particular instrument, leading to a misalignment between the brand’s auditory identity and its desired personality.

Rajeev Raja, Founder and Soundsmith, BrandMusiq, says, “It was an honour to present our research once again in Boston, a city renowned for its academic rigor and innovation. Our study offers invaluable insights into the strategic use of sonic elements in branding, helping marketers craft auditory identities that truly resonate with their audiences.”

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