Shifting from "The Wireless Hi-Fi System" to "The Home Sound System."

This simple but powerful repositioning of Sonos as first and foremost an investment in the home transformed their brand identity, communications strategy and retail experience. 

The strategy was informed by data-driven insights that demonstrated Sonos' growth target was far more interested in investing in their home environments than in music, and born form the insight that “Sound is the Soul of a Home.”

It also gave Sonos a point of view and cultural enemy – declaring war on homes made silent by headphones and personal electronic devices. 

The repositioning transformed Sonos into a mainstream consumer brand , setting the stage for their successful IPO 18 months later.