In today’s world, growing consumer discernment has pushed brands to go from the standard logo and visuals to being hyper-personalised, multi-sensory, and deeply human-like to create lasting emotional connections.

We speak with Zayn Khan, Global Chief Strategy Officer at Dragon Rouge, and Laurent Cochini, Global Managing Director of Sixième Son, on the latest trends in branding, how AI is transforming branding strategies and the possibilities that sonic branding, a tool that uses sound, offers in creating a more personal connection with consumers. We also discuss the future of branding in a world where sound, visuals, and touch converge to create a unified, immersive experience.