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

**NEW PROGRAM** 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. A case study’s comprehensive analysis allows the audience to understand the complexities of an actual situation. All case studies include an agency, plus their client. Case studies break ground on 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 from 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, as they reveal the inner workings and final results of this massive undertaking.

 3 KEY TAKEAWAYS 

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

Sponsors

Our Speakers

Colleen Fahey

US Managing Director, Sixième Son

Colleen Fahey is a creative executive with deep experience in branding and marketing at multiple touchpoints. Throughout her career, Colleen has served as an executive creative director for leading brands in the US, Europe, Latin America, and Asia. She approached Sixième Son, the Paris-based sonic branding agency that has created over 450 sonic identities, about expanding to North America.

Sergio Trujillo

Former Director, Brand Marketing at USAA

Welcome Special Guest Sergio!