By Andrew Hampp In 2019, Dmitri Siegel, VP-global brand at Sonos, was gearing up for the high-def audio company’s launch of Sonos Radio — which debuts today.
It provides over 100 streaming options from 60,000 different stations — including exclusive artist-curated programming from Thom Yorke, Brittany Howard and David Byrne among others.
But as he thought about how Sonos’ global listener base (which consists of more than 10 million homes) would first experience the new service, he realized it was missing one crucial feature.
Sonos, one of the best-known brands in audio, didn’t have its own sonic identity or mnemonic device the way that dozens of non-music companies from McDonald’s to State Farm to Mastercard already do. “I had this sort
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