Sonos

Brand audit and strategic recommendations for Sonos, examining their position as a challenger in the $23 billion premium audio market against category leader Bose and incoming tech giants. Built on Keller and Swaminathan's brand equity framework, conducted during Sonos's 2024 app crisis when a botched update triggered a 16% revenue drop and lasting trust damage.

Primary research surfaced an awareness gap along with a positioning misalignment.

Offered three recommendations: authentic cultural integration across design and music, a "Hear the Difference" campaign that reframes price as an investment in quality of life, and expanded distribution through the Experience Room concept and a certified installer network.