brand strategy

Early spring feels extra springy around The Sound – like fresh air flowing through our virtual hallways. Our recent client conversations and projects seem to...

At The Sound, we believe recognition shouldn’t just be a month… for anyone. Follow us over the next 12 months to explore perspectives on DIBE...

Post-summer of 2020, there were many calls to get ‘The Right People in the Room’. While that was a good start, the push needs to be about giving Black people the space and support to have their voices heard and shared… because what does it matter if you’re in the room, if no one passes you the mic.

Insight seekers, if a consumer insight is shared with a client and it doesn't have an impact, is it truly an insight? We'd say no. As insights professionals, we can say the most beautiful, articulate, clever, and crafty things in a debrief. But if what we produce doesn’t impact our client... then what’s the point?

When is the right time to strengthen your brand? The short answer? Right now. Savvy marketers know that when there are challenges in their category, or sector, or even the entire market, there’s a huge opportunity to not only master your marketing but emerge even stronger when things go back to normal. Now is the time to strengthen your brand.

It’s no surprise that with a pandemic comes increased consumption of alcohol. City legislation ushered us out of liquor stores at 6pm, while a case...

People drink more these days (you heard it here first!), but that thirst isn’t just stronger than it was before the pandemic--it’s more complex. Brands must adapt to help people quench a steadier, not heavier, thirst among consumers on the other side of 2020.

Owners judge a foods success not just on whether the cat eats it but whether they visibly enjoy it. When the cat likes and consistently eats the food most people breathe a giant sigh of relief. If a brand can establish itself (both mentally and emotionally) as the go-to brand early there is a strong likelihood they will still stay in-brand.

Low and No Alcohol growth rates in Asia have typically been the same as the West. However, the region’s unique social and cultural context, along with its complicatedrelationship with alcohol,means that the reasons for that growth may not be the same. So what are the unique demands that L/NA is meeting in the market? And what category assumptions should alcohol brands be avoiding to ensure success in the region?

Most owners are exceptionally good at interpreting their pet’s behaviour to determine whether they had made a good choice (success) or a bad one (failure). When a cat rejects the food, or even starts eating it but then stops, most owners begin to get a sinking sensation in their stomachs. How people respond in this moment can have a big influence on which brands ever make it into the basket again.