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Podcast: Scratch: CMO Interviews
Episode: How To Build A Sonic Brand with Dean Aragón and Jane Keate of Shell
Description: In today’s episode, Eric talks to the brains behind one of the world’s biggest brands, Shell. Jane Keate, Shell’s Global Brand Standards and Assurance Manager, and Dean Aragón, CEO & Vice Chairman of Shell Brands International, explain how a brand as massive and well-known as Shell connects to its employees, customers and external stakeholders through its all-in approach to sonic branding, and how building a distinctive yet flexible sound helps deepen and humanize the brand’s identity while also fulfilling marketing’s ROI goals. We talk about the way Shell’s sonic branding adapts for use, geography, an...