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Sonic Launches New Branding Strategy

Sonic, a U.S.-based manufacturer of hearing solutions announces that it is launching a new branding strategy for the company. Since its acquisition by WDH Group in November 2010, Sonic management has conducted a number of internal and external initiatives to help shape and focus the company's overall branding and messaging.

Kathy Landon, Sonic Vice President of Branding and Professional Services says, "At Sonic, we envision a world where all people can enjoy the sounds that enrich everyday life. We feel that our effort towards this goal reflects the original work of our founders who created a new approach to providing a natural hearing experience for the user."

Sonic President and COO Joseph A. Lugara adds, "The goal of our new branding strategy is to remind our customer base and partners of our long heritage of providing high quality products and emphasize the Sonic 4S Foundation — Sound that's natural, Speech understanding in noise, Simplicity in everything we do and Style that stands out."

As part of the internal rebrand rollout, Sonic employees have been tasked to incorporate the company's core values in everything they do. "At Sonic our approach is to be Creative in our thinking, Dedicated to our work, customers and success and Energetic in accomplishing things quickly with enthusiasm and a can-do attitude. These values are reflected in how we employ innovative solutions to making stylish and simple-to-use devices and engage in thinking outside-the-box to generate fresh approaches to hearing issues," said Lugara.

Sonic is also in the process of relocating to new facilities in both Minnesota and New Jersey. As of November 1, 2011 the Minnesota production facility is moving into a new 20,000-plus-square-foot building in the city of Eagan. Sonic is designing this new space with efficiency experts from William Demant to ensure the new production area is as productive, effective and modern as possible. The Sonic world headquarters is also relocating from Salt Lake City, UT to a new, larger facility in Somerset, N.J. in early 2012 to allow for expected growth. Sonic has also established a new international office in Switzerland, focusing on the needs of its international and distributor customers around the world. 

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