Intentional | Audio Identity Blog

…and here’s what he thinks about fixing it.

“Consumers are living in multiple modes, and they have many different personas. In the course of the day one consumer could be in four or five different market segments. This just builds complexity into the whole notion of what it means to market and to engage the consumer with a meaningful experience…

The opportunity is to create a model that ties together the deep ethnographic understanding of the user, the system engineering understanding, and the brand/marketing understanding. Tying these three things together is quite powerful.”

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After reading this, I can’t help but feel that the team we’ve built at Sonic ID (and which undoubtedly many of you are building elsewhere, regardless of your niche) are well positioned to succeed as companies and agencies struggle to properly address their customers, each of whom are, at the end of the day, unique markets of one.

We are ethnographers, marketers, strategists, psychoacousticians, composers, musicians and experience designers. And we work in one of the very few areas — music, sound, voice and silence — that can connect the dots between people and the many experiences they encounter and participate in.

Okay, that’s enough hornblowing for now. In the coming weeks we’ll be mapping out four distinct approaches to implementing an audio identity and what that entails. We may even have a guest writer. Ladies and gentlemen, start your startup sounds…