Fighting in a competitive field, luxury brands use sonic design to develop a distinguishable identity. LBB's Aysun Bora speaks to experts to find out more

Self-expression and authenticity are core values of most modern beauty brands. Music, as a powerful and instantaneous tool for creative expression, can allow brands to emotionally connect with consumers and also showcase their individuality.

Hannah Cahill, Senior Research Consultant at sonic branding company amp, wonders why more drinks brands are not dancing to the beat of their own drums and exploring the heady cocktail of booze and bespoke beats.