Most brands talk about diversifying their media mix. Soundboks is actually doing it!
In this episode of Connecting the dots, we explore how the Danish portable speaker company is moving away from short-term performance loops and towards a brand-first, full-funnel strategy –starting with two unexpected cities.
🎙️ Carol Nachbaur – VP of Marketing at Soundboks
🎙️ Mickey Cavonius – Partner & CCO at Precis
🎙️ Simone Engbo Hansen – Global Content Lead at Precis
Together, they dissect how to invest in cultural relevance, build brand equity, and rethink what success looks like, all without burning your media budget.
Timestamps
00:00 Intro – What this episode is really about
01:18 Meet the guests – Who are Carol and Mickey?
03:00 Soundboks’ full-funnel pivot: from discounts to brand building
05:40 Why they picked Cologne and Chicago (not Berlin or LA as you might think)
08:50 What is the “lighthouse tactic” and why does it work?
10:45 Why the easy media mix can hurt long-term growth
13:50 Scrappy, not sloppy: creative ways to diversify
15:40 From brand moment to retargeting funnel: offline meets digital
18:00 Leading indicators vs lagging results – tracking what actually works
21:50 Why coolness, community and cultural fit matter
25:00 Aligning your entire org around one experience
27:30 “Own the Party” – the new Soundboks brand direction
30:00 Final thoughts – what marketers should focus on next
Key takeaways from the episode
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About Connecting the dots
Connecting the dots gives you clarity in the chaos of modern marketing. We present straight-talking insights on the trends that matter to marketers right now, powered by Precis’ expertise in data, media, creative, and technology.
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