HSBC, Gillette, Netflix: 5 things that mattered this week and why

HSBC launches ‘sound identity’ in next phase of brand refresh
When it comes to refreshing a brand, a lot of companies will look at their visual identity, updating logos, changing fonts and drawing together brand iconography. Fewer think about other aspects of a brand, such as what it might sound like (or smell like).
However, given the need to cut-through in an increasingly competitive ad landscape, sound can be a key trigger and a brand differentiator. You only have to think of Int