“Let’s get some mud on these boots!” USAA Sonic Branding Case Study

Tuesday, 21 May 2024 12:00 pm - 1:00 pm

**NEW PROGRAM OFFER** AMA Chicago is launching a NEW programming format – the Case Study.

A case study is a more extensive and detailed exploration of a specific real-world scenario. It gives a deeper understanding of the challenges faced, the decision-making process, and outcomes achieved over an extended period. Its comprehensive analysis allows the audience to analyze and understand the complexities of an actual situation. All case studies include an agency, plus their client. Case studies break ground on either technologies used, techniques, or results.

“Let’s get some mud on these boots!” A USAA Audio (Sonic) Branding Case Study

In these days of “continuous partial attention,” how does a brand break through and be heard?
USAA was aiming to take advantage of consumers’ ability to identify sound, using sonic branding to cut through the clutter and increase consumer awareness among military and ex-military personnel and their families.

As of today, USAA is the owner of a distinctive and relevant musical vocabulary that expresses its values across all touchpoints. Hear, Sergio Trujillo, the USAA client who ran the project and Colleen Fahey, AMA member and US Managing Director of their sonic branding agency, Sixième Son reveal the inner workings and final results of this massive undertaking.


  1. How to use your sonic identity to convey your brand’s values and personality
  2. How to turn every customer touchpoint into a relationship-builder
  3. Why “Perfect” may not be perfect for your brand

Our Speakers

Colleen Fahey

Sergio Trujillo


  • AMA Chicago members: free
  • Non-member: $20
  • Members of another AMA chapter: free
  • Full-time students: free

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