For alcohol brands, building cultural relevance starts with cultural understanding. Brands need to recognize that popularity and trends are byproducts of culture, and focus on identifying the communities and sub-cultures that matter to their target customers, recruiting differently, and building with the people who matter to their brands, instead of for them.
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...
The recent rise and staying power of oat milk has shown how we are taking actions toward sustainability, and how these motivations, while they lead to the same place, are very different and worth investigating.
A case study for successful innovation. The Sound recently had the opportunity to help develop a modern innovation for a centuries old and beloved British...
Expo West: event summary Earlier this month, Jerusha Bennett, Director of Brand Strategy and Innovation at The Sound’s Chicago office, had a blast attending the...
