M1's new sonic identity celebrates diversity and the brand experience

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Telecommunications provider M1 has launched a new sonic branding, a musical arrangement crafted to resonate with the brand’s essence.

M1’s new sonic identity aims to encapsulate the brand’s values of warmth, authenticity, and personalised experiences, it said in a statement.

The core elements of the acoustic ukulele and guitars create a soothing ambiance, reflecting M1’s commitment to fostering meaningful relationships with its customers.

The addition of elegant vocals and light percussion provides an uplifting and reassuring auditory experience.

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To represent Singapore’s rich cultural diversity, M1 has also integrated Chinese, Malay, and Indian ethnic instruments into a special version of the arrangement.

The musical arrangement, in both its standard and culturally enriched versions, is a testament to M1’s commitment to creating a “Made-to-Measure” brand experience, it added.

It reflects not only the brand’s values of authenticity, collaboration, and positivity but also its respect for the diverse cultural tapestry that makes Singapore unique.

Through this sonic identity, M1 aims to connect with its audience on a personal level, celebrating individuality and unity alike.

The new sonic identity will be integrated across various touchpoints, including advertising campaigns, customer service interactions, and digital platforms, offering consumers a consistent and memorable brand experience.

“Our new sonic identity is more than just a sound - it’s a reflection of our brand’s values and our deep connection to the people of Singapore," said Mustafa Kapasi, chief operating officer of M1.

"By celebrating diversity and authenticity through music, we aim to forge stronger emotional bonds with M1 customers and provide them a truly ‘Made-to-Measure’ brand experience,” he added.

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