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Oticon goes all-in on thought leadership

It is the ears that receivesound, but the brain that actually understands it. In short, that is the philosophy behind BrainHearing™ which continues to keep the Oticon brand in a leading market position.

The task

In 2014, Kunde & Co was asked to help develop a story and concept to communicate the company’s market differentiation in research and audiology. The result was BrainHearing – a unique philosophy used as a starting point for all product development.

Fast forward to 2020; new scientific insights and innovation meant it was time to revisit and update the philosophy with the latest research and evidence. It was a perfect opportunity for Oticon to strengthen its influence in the market and its position as a credible industry expert.


New research paves the way for an impactful BrainHearing upgrade

The first step in the project was to ensure the involvement of important internal stakeholders. As well as benefitting from their insights, discussions established key factors to focus on in the concept development process. In close collaboration with Oticon’s management and marketing department, Kunde & Co organised interviews and workshops with researchers, audiologists, and other experts and investigated all the latest relevant scientific articles and studies.


Delivering the correct input

This new research illustrated how our brains need access to the full sound scene to operate naturally. It also showed that downgrading input to the brain and failing to treat a hearing loss properly can lead to a range of serious consequences, such as increased listening effort and mental load, the acceleration of cognitive decline and brain volume shrinkage. As well as this, it demonstrated how important it is for hearing aids to deliver the correct input to the brain. For this to happen, they must be able to deliver a good neural code and access to the full sound scene. 

These insights were used to develop the concept ‘The new perspective in BrainHearing’. The concept provides the ideal starting point to convey the new evidence concisely and clearly and also positions Oticon as a thought leader in the research field.


Unfolding a complex story for all to understand

A key issue was transforming a rather complex story into a clear, concise and trustworthy narrative Oticon could use in communication to stakeholders. A simple, semi-academic visual universe, complete with new colours and illustration style, helped bring the story together.


A secure foundation for new product innovations

The updated BrainHearing philosophy further cements Oticon’s know-how and position in the market and provides a platform from which to launch new products to market. The BrainHearing story’s launch served as a primer to the release of Oticon More™ – a hearing aid that gives people with hearing loss access to the full sound scene.


Want to know more?

Andreas Fisker Nielsen

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Oticon - Setting a new course for the Oticon brand

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