“Don’t underestimate the importance of sound. It is often more important than many other aspects we spend a lot of time looking at. And if you are not absolutely confident in your decisions, get some assistance.”

“Sound is an essential element in stirring emotions, evoking memories, and generating feelings that are defined by features often unique to an individual, but generally consistent among wider populations.”

“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.”

“I believe that music is very much connected to a brand that is close to your heart, and the experiences you had with the brand.”

“That’s why I keep going back to what is your brand, what is your position, and what insights will help you get there? An algorithm isn't going to tell me that, but it will be helpful.”

“I'm very much into using every interaction between a brand and a consumer as an opportunity to build emotional equity into the relationship. But brands need to have a greater awareness of the challenges of accomplishing that today. I'm sitting here as a passionate member of the industry and don't want to see the ability to build that equity atrophy, especially coming out of the pandemic.”

“As we become more dependent on voice activation and gesture-based experiences, sonic mnemonics will have a greater role in creating emotional and enduring connections with brands.”

“It’s become important to understand the impact of technology on your mood, productivity, and consumption. Sound is an integral part of this.”

“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.”

“You need to have that edge, that strength in the campaign that will spark an emotion.”

“I hear people say our attention spans have become truncated because of social media, but I don’t believe that we only spend our time-consuming short media. Podcasts can go on for an hour and a half, or you can sit down and watch three seasons of The Crown in one sitting. When it comes to sound, we have this cognitive flexibility right now that at one time we didn't.”

“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.”