The Sound Behind Iconic Brands

Across the Middle East and GCC, brands are beginning to think more intentionally about how they sound. It is no longer just about having a nice track in the background. Sound is becoming part of the brand system. Something that shapes identity, builds emotion, and signals culture.From Ramadan campaigns to full-scale rebrands, music is moving from a supporting role to a strategic one.

In today's digital landscape, sound plays a pivotal role in creating emotional connections with customers. Sonic branding involves the use of distinctive sounds and musical elements to enhance brand recall and loyalty. While global brands like Mastercard and HSBC have successfully leveraged sonic branding, Bank Albilad stands out as a pioneer in the Saudi banking industry to embrace this approach.

Gandour, one of the MENA region’s most beloved food brands, has taken a bold step into the future by embracing sonic branding — elevating its already iconic identity through sound. In collaboration with MusicGrid, Gandour has developed a rich, emotionally resonant sonic identity that honors its legacy while speaking to a new generation of consumers.