Oticon goes all-in on thought leadership

It is the ears that collect sound, 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.

About Oticon: An industry-leading hearing aid brand with a mission to change the lives of people with hearing loss in more than 130 countries. Headquartered in Denmark and part of the Demant group, the company has more than 16,500 employees globally.

To find a way of communicating new and crucial evidence in hearing care.
An engaging concept that turns new evidence into a concise, informative story.
A concept positioning Oticon and providing background for all new products.
A unique philosophy makes the difference
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.

Staying ahead of the competition

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. Apart from 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.

Designing a thought-leader concept: The new perspective in BrainHearing.

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. In addition, 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 at the same time, 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 when communicating with stake­holders. A simple, semi-academic visual universe, complete with new colours and illustration style helped bring the story together. Campaign elements included a concept brochure that presented the BrainHearing story from A-Z and a virtual, on-stage keynote talk, which provided the perfect platform to reinforce authenticity and create excitement around the topic.


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. The BrainHearing story’s launch served as a foundation for the release of Oticon More™ – a hearing aid that gives people with hearing loss access to the full sound scene.


The Kunde Report 2022

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