Sonos’ brand repositioning trades specs for vibes in hunt for comeback

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  "detected_at": "2026-09-16T12:00:00+00:00",
  "company": {
    "name": "Sonos",
    "domain": "sonos.com"
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  "data": {
    "url": "https://www.marketingdive.com/news/sonos-brand-repositioning-trades-specs-for-vibes-in-hunt-for-comeback/830462/",
    "title": "Sonos’ brand repositioning trades specs for vibes in hunt for comeback",
    "author": "Peter Adams",
    "excerpt": "Rather than messaging around factors like “calibrated acoustics,” the premium audio marketer is pivoting to emotions-led storytelling. Sonos is pivoting its messaging to focus more on the emotions and experiences inspired by its products rather than pure tech specs and standalone hardware. “Love the Sound. Feel the System” underscores how Sonos is interconnected and applicable to multiple aspects of the home and everyday life, including the kitchen, living room and bedroom. The work is meant to be a “company repositioning first and a brand refresh by extension,” the release stated. “We have two priorities: to appeal to a more mass audience, not just early adopters, and to reconnect with longtime customers by getting back to what we do best. For anyone who has drifted away, I hope this work is a reminder of what makes Sonos different, and why it has always had a little magic,” Sonos CMO Colleen DeCourcy said over email. Hand-crafted art, dance cards and diagrams support the illustrative approach, one that is less audio wonk-oriented but still aims to reflect the amount of care Sonos puts into building its gear. Creative, which was developed in-house, promotes new headphones and a sound bar, which Sonos previewed at an event in New York earlier this month. “Forget the calibrated acoustics and software-driven analytics. This is a sound system to puncture your calloused soul,” a...",
    "product": "Love the Sound. Feel the System",
    "summary": "Sonos has launched a new brand repositioning and marketing campaign, titled “Love the Sound. Feel the System,” which shifts focus from technical specifications to emotional storytelling to appeal to a broader audience.",
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    "published_at": "2026-09-16T12:00:00Z",
    "article_sentence": "Rather than messaging around factors like “calibrated acoustics,” the premium audio marketer is pivoting to emotions-led storytelling."
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