A new sonic identity won't save a struggling brand - it only accelerates momentum a brand already has.

WarningBrand & Creativity

A new sonic identity won't save a struggling brand - it only accelerates momentum a brand already has.

Sonic branding is not a brand-saving strategy. It accelerates existing momentum; if a brand is struggling, a new sonic identity is unlikely to help. Fix the brand first, because consumers must be positively disposed to it before an emotional link can be made.

Source

The WARC Guide to brand assets in a hybrid world (2022)

WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)

p. 37; The SoundOut index: Personality edition, 2021

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