Sonance to Reinvent Itself at CEDIA Expo 2019

At CEDIA Expo 2019 Sonance will introduce a new brand identity in an effort to streamline the brands the company promotes.


Sonance is going retro… in a way. The company, which for many years along with its sister companies iPort and Trufig, operated under the corporate banner of Dana Innovations. But at CEDIA Expo 2019 the company is repositioning the Sonance brand to once again become the face of the entire company.

For many years before iPort and Trufig, the Sonance brand name was the full identity of the Carlsbad, Calif.-based company, so the return of the Sonance brand name to top billing is a return to its roots. 

Going forward, the Sonance brand will be repositioned to resume its previous role as “parent” to become the face of the entire company. At CEDIA Expo 2019 Sonance will introduce to the market a new brand identity that will streamline its brands and the customer experience for its dealers. 

During the show, which takes place on Sept. 10-14 in Denver, Colo., Sonance will exhibit in booth #2507, and as part of its event activities, the company will unify its branding and market goals to better communicate with the rest of the custom installation industry. 

“The guiding principles of the Sonance brand are what ties everything we do together, and they apply not only to Sonance, but to iPort and Trufig as well,” says Ari Supran, CEO, Sonance. 

“Sonance believes in designing products to disappear into architecture, forging authentic partnerships without our customers, and continuing a long heritage of innovation. We have always been Sonance, it’s just that today, we do so much more than speakers and it’s time for us to evolve the Sonance brand beyond sound, to best encapsulate everything we do.”

Efficiency, Unified Messaging a Priority for Sonance and its Products 

The company says that many integrators in the market may associate Sonance for its loudspeaker products, but it emphasizes the same team has also created its iPort brand, as well as its Trufig brand. 

iPort products enable the mounting of tablets into homes and businesses, and Trufig branded products provide a flush mounting solution that offers homeowners and interior designs a choice of minimally invasive components to help seamlessly integrate electronics into a range of spaces.

Helping to drive its new Sonance marketing initiative, the company has created a new tagline for Sonance: “Beyond Sound.”

This slogan will visually accompany the Sonance logo, and the company stresses that Sonance will continue to run under the guidance of its original founders. 

About the Author

Robert Archer
Robert Archer:

Bob is an audio enthusiast who has written about consumer electronics for various publications within Massachusetts before joining the staff of CE Pro in 2000. Bob is THX Level I certified, and he's also taken classes from the Imaging Science Foundation (ISF) and Home Acoustics Alliance (HAA). Bob has also served as the technology editor for CE Pro's sister publication Commercial Integrator. In his personal time beyond his family, he's studied guitar and music theory at Sarrin Music Studios in Wakefield, Mass., and he also studies Kyokushin karate at 5 Dragons and Brazilian jiu-jitsu at Binda Brazilian Jiu Jitsu.


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