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Sonos Repositions Brand Around Emotions Over Specs
Sonos trades tech-spec messaging for emotions-led storytelling in "Love the Sound. Feel the System," a repositioning that supports new hardware and a turnaround after a costly software debacle.
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The brief
- Sonos launched "Love the Sound. Feel the System," a global campaign that replaces spec-driven messaging with emotions-led storytelling across video, podcast, print, social and New York out-of-home.
- The campaign, developed in-house by CMO Colleen DeCourcy's team, supports the Ace Ultra headphones and Beam Ultra soundbar launches.
- Sonos is recovering from a software debacle that cost an estimated $100 million in revenue (nearly $500 million per a Wall Street Journal analysis) and led to CEO Patrick Spence's departure; Q3 revenue rose 9% to $375 million.
Based on Marketing Dive
Filed under sonos, brand-strategy, emotional-positioning, brand-repositioning
James Calloway
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Market editor covering media and advertising at Marketing Herald.