New article in Brand Strategy mag: brands, music and authenticity

December 06th, 2008 | Category: Music,Reference,Sound

I’ve written an article that appears in the December 08/January 09 edition of UK-based Brand Strategy magazine.

The takeaway: music is a horrible liar. Brands that sound generically alike and eager to please fail to convey a sense of authenticity and trust. The funds that brands and their agencies put towards music and sound should provide stronger returns.

Feel free to download the piece — feedback welcome.

– Noel Franus

1 comment

1 Comment so far

Franscois Bezuidenhout January 26th, 2009 1:27 am

Noel,

well done on the insightful article. I believe that the more we, as audio brand strategists/ desire designers, raise the bar with the heightened role of tailor-made sound/music in branding the more brands will reach their ideal customers.

You inspire me!

Franscois/Phoenix

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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.

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