I’ve always believed that design should solve problems. Same with sound — sure, it can entertain, motivate, inspire, etc…but ultimately it can and should be used in a way that benefits us all.
Case in point: a new DOT report suggests that honking can solve 90 percent of all traffic-jam troubles. Click below for the story.
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.
That’s excellent! I do love The Onion.