{
  "id": 16416106,
  "title": "What does luxury sound like? Inside the growing world of sonic branding",
  "url": "https://urgent.news/2026/10/25/what-does-luxury-sound-like-inside-the-growing-world-of-sonic-branding-16416106",
  "topic": "world",
  "section": "World",
  "published": "2026-10-25T02:03:00.000Z",
  "source": {
    "name": "The National UAE",
    "slug": "the-national-uae",
    "url": "https://www.thenationalnews.com/magazine/2026/10/25/what-does-luxury-sound-like-inside-the-growing-world-of-sonic-branding/"
  },
  "original_language": "en",
  "account": "Ferrari's new all-electric Luce has raised questions about how the company can retain its signature engine sound. However, designers have focused equally on the sounds inside the cabin. Emmy-winning composer Nick Wood was responsible for creating the Luce's \"sonic universe,\" which includes sounds from live recordings of pianos, cellos, banging wood, and vintage Ferraris. Wood emphasizes that these sounds are carefully manipulated to convey the Ferrari feel without being generic.\n\nAs the concept of sonic branding gains traction, more brands are recognizing its potential. Sonic branding involves using sound to express a brand's values and create an emotional connection with customers. This can encompass product sounds, event music, and even background music. Like visual branding, sonic branding requires consistency and a clear identity.\n\nAlthough the idea of sonic branding isn't new, its recent rise in popularity stems from brands' growing interest in establishing a unique auditory identity. Composers like Wood have worked with various brands, including Chanel, Fiat, Uniqlo, Apple, and the spa at Claridge's hotel. Sonic branding can effectively convey a brand's personality and evoke specific emotions, even if for just a few seconds.\n\nOne challenge is that consumers are already overwhelmed with noise and have limited attention spans. However, studies show that well-designed sounds can leave lasting impressions, even if they don't replace visual branding. AI tools are being used to analyze and optimize sonic branding, but the human touch remains essential. Successful sonic branding can be achieved with just a few exposures, making it a powerful tool for brands to connect with their audience.",
  "summary": "Those fortunate enough to own Ferrari’s new all-electric Luce may be preoccupied with whether the supercar can retain the Italian manufacturer’s famed engine sound. But listen more closely and it becomes clear that just as much thought has gone into the sounds inside the cabin, as Emmy-winning composer Nick Wood knows well. “From the engine start to indicators and warning tones, these are very…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}