HARMAN was looking to enhance its brand reputation and establish itself as a leader in premium audio solutions in EMEA. Key objectives included differentiating its value proposition, showcasing its expertise in next-generation audio solutions, demonstrating business success, and building trust with stakeholders and journalists.

Archetype’s strategy positioned HARMAN and its family of brands, particularly JBL, as leaders in acoustic excellence. We created the Heart of Sound thought leadership platform to educate stakeholders on the technical and emotional aspects of superior sound, build credibility, and drive sales.

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The platform was brought to life through a number of initiatives in key European markets including a dedicated Art of Listening campaign that explored the intricacies of sound quality and its impact on listeners; consumer research on the future of audio that provided us with story hooks to position HARMAN at the forefront of audio innovation; and the profiling of key HARMAN executives, including the President of HARMAN's Lifestyle Division, through strategic media engagements, speaking opportunities, and social media. Other strategic tools included the regular company podcast, Audio Talks, video storytelling via X/Twitter Spaces and LinkedIn Live, and influencer marketing campaigns to highlight product launches and brand experiences.

Through our Heart of Sound thought leadership platform, we have successfully positioned HARMAN as a leader in premium audio solutions and significantly increased its share of voice. The multi-faceted approach not only strengthened the brand's reputation but also built trust with consumers and stakeholders alike.