Cover Brand: Multisensory Branding

Most brands spend a fortune polishing what customers see.
Very few think about what customers hear.

In this episode of Cover Brand, Ethan sits down with Shez Mehra—DJ turned multisensory troublemaker—to unpack why sound is one of the most overlooked (and most powerful) tools in branding.

From marble bathrooms with zero acoustic privacy to forgettable ads no one is watching, Shez and Ethan make the case that sound isn’t decoration. It’s strategy.

And spoiler alert: most brands are leaving massive value on the table.

Main Topics

• How a DJ career became brand strategy

• Sound is how brands make people feel

• The most neglected moments matter most

• Why most ads are technically “fine” and strategically invisible

• Category sameness can be a trap

• Standing out doesn’t mean being loud.

• Sonic branding isn’t just for ads

Brands, tools & references mentioned

• Raina — multisensory sound and music design for physical spaces

• Honk Mobile — parking app example of thoughtful sound UX

• Nokia ringtone — proof that repetition + sound = memory

• Arby’s — “We have the meats” as sonic branding done right

• Domino’s — great ads, forgotten slogan (because silence)

• Disney — line design as part of the experience

If you want people to remember your brand when they’re not looking at it, you’d better think about how it sounds.