We're living in the golden age of audio. Acoustic interfaces are exploding. Smartphones, kitchen appliances, websites, and our cars already listen to our voice. More and more brands are seeking their own personal sound. I talk with Uli Reese, co-owner of sound branding agency AMP, about what exactly a sonic identity is, why audio branding is a competitive advantage for brands, and why the future of branding will be multisensory. Uli has won virtually every award there is to win for music and sound: from ADC Nails to Golden Lions to Emmys - and even a student Oscar. For the past 10 years, he has run the "101 Great Minds" project in which he interviews CMO's around the world on Music, Brands and Behavior. In 2019, Mastercard introduced the new Sonic Brand Identity of Mastercard, which was developed by amp and has since won many awards. A particularly exciting project as Mastercard has been systematically investing in its multi-sensory brand identity for 10 years. With great success. Mastercard's brand value, as calculated by Interbrand, has risen from 3 to 13 billion euros during this time. Among other things, we talk about: - How Uli lost to a 12-year-old at 16 as a budding tennis pro, and how that helped him land his first job in the music industry, - why James Bond can also be heard in a song written by Adele, - why a 2-3 second sound logo is too long today, - why brands earn trust by the trickle but lose it by the bucketload, - how the CMOs of leading brands see the future of brand management. Uli Reese´s Screensaver-quote: "Do good when nobody is watching."