Branding has changed. You now need a sonic identity too

Grolsch, Baileys, McDonald's, BMW, AOL logos on a pink background with a soundwave on it
(Image credit: Future/Grolsch/Baileys/McDonald's/BMW/AOL)

In a world dominated by visuals, it’s time for brands to reconsider their marketing strategies by implementing sound-first design, creating more memorable and immersive experiences that profoundly connect with consumers.

Historically, audio has typically played second fiddle to visuals in brand identity, mainly because early media was dominated by print ads – after all, it’s tough to include sound in a magazine ad. But as media evolves and we move into a more audio-centric era, driven by platforms like TikTok and the rise of audio-focused industries like podcasts and voice tech, it’s clear that sound is now a key player.

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Sacha Stoffers
Director of partnerships, MassiveMusic Amsterdam

Currently serving as the Head of Partnerships at MassiveMusic HQ in Amsterdam, Sacha brings a unique blend of expertise in both music and marketing/ communications to the table. His musical journey began at the age of six when he got his first guitar, and he later went on to pursue a degree in brand communication, specialising in sonic branding. During his time at MassiveMusic, he has developed a broad range of global partnerships with some of the world's most iconic brands, including Nutella, Booking.com, ASML, ING, UEFA, and AkzoNobel, among others. With his extensive experience in both music and branding, Sacha has a unique ability to understand and fulfil the needs of his clients.

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