Water Like You’ve Never Heard Before
Water instruments galore. Because it’s Friday. And because we hear that Starbucks is looking for more artists to add to its HearMusic label. 
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Exploring branding and identity with music, sound, voice and silence
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What and why
Sound has an immediate, direct link to both the rational and emotional parts of our brain. Sound shapes our thoughts, our feelings, our behaviors, our lives.
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.
[...] of a like mind as well. I’ll stay strictly on-topic here — no chit-chat about NPR or water gurglers of the Amazon — and point you to a recent Brand Sounds vidcast in which Groves expands on the relationship [...]