Challenge
Sonos had reached a critical inflection point. It was time to evolve from a product-centric offering revered by early adopters to a full-fledged, experiential brand capable of attracting a mass audience. The task was to translate an existing product portfolio and an internal values system into a shared, coordinated mission to change how the world listens.
Approach
We began by establishing a fresh North Star promise: the ultimate home music experience. This collective, common vow aligned our efforts across the enterprise, from product development to consumer marketing. It also allowed the brand to carve out a more relevant niche; focused away from the technical and functional aspects of our products and centered around the more emotional, human dimensions of music and home.The resulting visual and communications principles and practices influenced every aspect of consumer engagement, from mass ad campaigns to product packaging, to the establishment of a first-ever Sonos-owned retail venue. It allowed the brand to weave a story that fully humanized the product experience and carved out a uniquely ownable niche on the consumer electronics landscape.
Results
The past three years were monumental for the Sonos brand. We established a new brand promise, introduced a ground-breaking visual identity, and launched three highly successful campaigns. In July, we lanched the first Sonos retail store in SoHo store as well as a visual merchandising system for partner retail. In 2013 and 2014, we grew CAGR an average of 109% and doubled unaided awareness year over year to 65%.