“It’s important to pick the right partners who understand music and the brand at the same time. If they have the resources, the right attitude, and the innovation, then you’re in good shape.”

“We asked ourselves: What do we stand for as a brand? We’re eye-to-eye with the customer, we’re not complicated, we don’t speak “banking-blah blah”. We are human and we understand people’s needs. We wanted to transport all of that through our sound.”

“Something is triggered emotionally when you hear Chevrolet, it’s something so iconic and American.”

“Audio should be thought about at the onset of any strategy because it’s often the most memorable part of any campaign.”

“Collaboration is essential to creativity. Musicians, entertainers are all part of that.”

“Sound fuels what the brand stands for in a very unconscious way, and consistency is key to building and strengthening a brand over time.”

“I believe it’s time the entire industry elevated its game and made sound a strategy; the consumer knows it, and we know it. We just have to work harder to make it a central choice.”

“We should see ourselves as a work in progress, because we are a living brand.”

“Right after the smell of something, the sonic appearance of a brand will be one of its most recalled characteristics.”

“The more brands understand and seek a true customer-first mentality, then the technology and product innovation will follow. That’s why audio has developed so rapidly.”

“People connect around music. It’s the big global language. How could we as marketers, who are trying to build an authentic brand, ignore it or not treat it with the respect that it deserves?”

“In terms of music and sound, the skill level isn’t there yet. We’ve had decades of experience with visual identities, but sound is a young discipline. There’s a big education gap.”

“For me, a sonic logo is like a name badge, while a sonic identity is like meeting somebody in person.”

“Humans communicate emotions via voice and sound.”

“Music is one of the up-and-coming weapons, or tools, in a marketer’s tool case. It’s one of the most powerful emotional drivers there is.”

“We call ourselves ‘The Avengers of branded entertainment’ because we’re a group where each of us has different specialties.”

“Don’t cut corners or under-invest in the creative process. It’s very easy to borrow or transplant ideas and adapt them, but if you want to stand the test of time: Invest. Originate. And do the job properly”.

“The consumer is interested; the brand has an opportunity; and the technology is now there to deliver it. All those components together create a wonderful cocktail for success.”

“Audio is a great way to keep people in your story and on your side.”

“You don’t marry someone based on data; you don’t AB test your future husband or wife. The best things in life happen when they just ‘feel’ right.”