Brand Sounding
Brand Sounding
Sound Strategy. Scaleable Tactics. Solid Process.
Brand SoundingSM is our unique process for capturing share-of-voice and transforming those insights into brand resonance. Based on neuro-science , linguistic-science and informed by experience, we know that when a brand ‘sounds’ like what is already in the audience’s heads, magic happens.

Listening for opportunities long range — from well-known stakeholders to the wider world

Tuning the music to the brand objectives

Orchestrating audience motivations, and mapping them to channels

Broadcasting a harmonious, end-to-end, brand system and marketing strategy
Based on Our Core Values
Brand SoundingSM is based on our core values — that you listen first, that words matter, and that humans can be motivated at scale if you meet them where they are. We tune the noise, orchestrate the strategies, and deploy a brand broadcast that will sound the way the audiences need to hear it, at the inflection points of where and when they engage.
Based on Science
Based on the science of neuromarketing, we build brands that attract audiences by activating a rational connection and engaging them with an emotional connection, supported by all the messages and visual cues to make it sing.
What we refer to as brand resonance is a spark of dopamine in the brain’s reward center, and we think this is set off by something, like a word, perception, or terminology which is already in the brain, making a rewarding connection to a brand output, often a word, but which can also be a color or image, and more.
Sparking Hearts and Minds
Brand SoundingSM sparks hearts and minds, building sustainable brand awareness and growth, and the approach is transformative for brands. We’ve seen companies raise their stakes, increase their traffic, and expand their product offerings because Brand SoundingSM gets results. We begin this sound strategy by first listening to you and your stakeholders and the wider world.
Brand SoundingSM Listens for Your Opportunities
Brands compete with much more than market competitors. They also compete with a cacophony of perceptions and opinions on a vast, untamed internet. In a sea of noise, C&C detects notes of hope, aspiration, challenges, and opinions — all knowable, quantifiable, and qualifiable.
When a brand echoes an audience’s perspective, it resonates with them. They feel seen and understood — they are confident they have information they can trust. The art of branding is training the audience to think about your brand the way you want them to, as a symphony more than as mere noise. Our Brand SoundingSM service will harmonize your audiences, strategies and tactics.
Brand SoundingSM succeeds in even the most critical B2B engagements, where stakes are high and stakeholders are numerous.
Features
Research & data analysis
Product/service > audience mapping
Brand strategy & marketing strategy
Deliverables
Brand platforms & identities
Digital architecture
Digital venue development
Campaigns & content plans
Collateral, Ads, Websites
Who Benefits
B2B, B2C, and Non-profits
Brands that are in a start-up, turnaround, growth, realignment, or sustaining success mode
Thought leaders
Lead Strategists
Christa Bianchi
Catherine Goodman

Creating a ‘sound’ without a literal sound is the art and intersection of writing and typography.
Brand SoundingSM trains your audience.
Meeting the audience where they are will make the next thing they ‘hear’ exponentially more believable. Sometimes, a brand includes literal sounds, even smells and feels, but there is a ‘sound’ that frames all of these touchpoints—framing the words and visuals that make a brand accessible. Our brand systems thoughtfully address relevancy and train the audience to believe.
We have deep expertise in a quiver of tools, data-intelligent and AI-assisted, as well as an uncanny knack for reading the room.
Brand SoundingSM is a symphony heard over the noise.
On the internet and in the boardroom, audiences often tune into echo chambers where we see powerful broadcast potential. We refine this noise, taming it to resonate with audiences and align to the brand. That song is then mapped to strategies and orchestrated for launches—every audience, motivation, and channel.
Our thoughtful, informed deliverables are customized to each client, with a single deliverable or an end-to-end masterpiece of story and design — it is an end-to-end system adaptable at the speed of culture.