“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.”

“I would like to finish by reiterating that audio is key because it’s primal and goes back to when we were born. Porsche is in the trust-building business, and the first sense with which we experience trust is by hearing our mother’s heartbeat. That’s undeniably powerful.”

“Music provides a means of breaking through and connecting, whether it’s six-second content or two minutes. People can skip ads, but if they’re engaged from the outset with a great track, they tend to listen.”

“We need to think about sound and music very differently if sonic branding is to play an integral role in driving the distinctiveness of the brand.”

“Our most recognizable asset is our creative. We put our communities at the center of everything that we do.”

“Music is at the center of everything. It doesn`t matter how old you are or what you do, you will always connect music with emotions and memories.”

“Brand identity should appeal to as many senses as possible to create a strong emotional aura. The sound component should play an important role and be developed in a consistent, sustainable manner.”

“In a world that is so full and fast-paced, audio has to ability to cut through and connect with the heart in a way that other senses can't.”

“We need to be able to create a consistent brand experience and music should play an increasing part in that.”