Having a sonic identity is just one asset; a sonic strategy is what threads brand personality through every audio touchpoint in the business.

PrincipleBrand & Creativity

Having a sonic identity is just one asset; a sonic strategy is what threads brand personality through every audio touchpoint in the business.

Having a sonic identity is not a sonic strategy. David Courtier-Dutton, CEO of SoundOut: a sonic identity is an additional creative element; a sonic strategy is a thread running through the business that anchors music to brand personality at every consumer touchpoint, from sonic brand cue to sonic marketing to live events.

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. 33; David Courtier-Dutton, SoundOut

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