JBL launches ‘Made to be Heard’ brand identity in Asia Pacific

JBL has officially introduced its new global brand identity, ‘Made to be Heard’, for the Asia Pacific region. The launch, held in Jakarta on October 6, 2026, coincides with the company’s 80th anniversary.

This new identity marks a strategic shift from the previous ‘Dare to Listen’ campaign, which ran for seven years from 2017 to 2024. While the former campaign focused on challenging expectations, ‘Made to be Heard’ aims to empower creators and celebrate diverse voices. The brand is moving from a consumer-centric focus on listening to a broader vision that includes content creators, musicians, gamers, and digital communities.

Grace Koh, General Manager and Vice President of Consumer Audio at HARMAN Asia Pacific, stated that the new identity represents JBL’s evolution as a brand built on bold ideas, limitless creativity, and authentic self-expression. The shift reflects the growing importance of audio as a tool for identity and expression within the evolving creative ecosystems of the Asia Pacific region.