AT&T’s sonic strategy: Creating a soundtrack for mobile life

Mary Connors

AT&T, the telecoms and entertainment company, has leveraged the power of sonic branding to engage consumers across a variety of touchpoints.

Gregg Heard faced many challenges in designing the brand experience at AT&T.

Perhaps the toughest job for the company's VP/brand identity & design, however, was crafting a sonic logo to represent one of America's biggest enterprises.

Gregg Heard, VP/brand identity & design, AT&T

"Sonic was the hardest plane I ever had to land," Heard explained at the 2017 Brand Strategy Conference in Chicago, an event held by GSMI.

Sound was just one aspect of a $1-billion design-driven effort to transform AT&T's brand experience to match the wider business transformation of the Dallas-based telecoms firm into an integrated communications company. Lending...

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