I’m conducting a feedback exercise over at one of my other blogs. Here’s the deal: listen to a corporate anthem produced by Sun Microsystems, circa 2003. And tell me what what you think about it by answering three simple questions.
Utterly unscientific. That’s okay, it’s a rigor-free Wednesday. Give it a whirl and I’ll share the results back over here, too.
Yet most brands lack an awareness of the power of sound; many spend millions each year on music, sound and voice...but very little of that is influenced by strategy. Those touchpoints are disconnected dots, and for customers, that's a disconnected brand and a poor investment.
Our goals are to change that -- to strengthen connections between people and brands through the use of sound, and to provide economic value in doing so.
Noel Franus leads sonic identity efforts for global brands. As Director of Strategy for Sonic ID and in former design strategy roles at Elias Arts and Sun Microsystems/Java, he's been at the forefront of this practice, as both a client and a vendor. This is his very unofficial mouthpiece.
