Banking on sonic: How ATB differentiated its identity through sound

In this session, we learn how ATB is using sound to bring its differentiated experience to life across every internal and external aspect of their business. True to the ‘Powering Possibility’ tagline, ATB’s Jesse Yuen explains how he pushed the boundaries of what sonic branding can achieve by teaming sonic experts with strategy, research and all areas of his organisation. Marco Vitali of Sonic Lens shares how music intelligence enabled such cross-discipline integration and put strategy squarely in the driver’s seat, resulting in the most comprehensive ‘sonic identity system’ in banking (>4.5k assets) while also unlocking unforeseen opportunities to differentiate like tying the brand to Canada’s grassroots ‘bedroom pop’ movement.

This session was recorded on October 3 at Transform Live North America 2024.