Intentional | Audio Identity Blog from Sonic ID

We do a lot of writing on the business of sonic branding and identity. Now and then it’s nice to have a break and have someone else do the writing.

Fortunately we’ve received such a break. Sonic ID’s creative director Martyn Ware and I are featured in the latest (June 2009) issue of I.D. Magazine, which is its “Design+Business” issue.

“Rock Brand: Sonic ID Rethinks Advertising with Next-Generation Jingles” is available online and in print at newsstands near you now.

Just between you and me: it’s taken the talents of writer (and accomplished musician) Daron Murphy just 1,000 words to say what normally takes us quite a bit more. So a huge thanks to Daron and the I.D. team for sharing our story with this wider audience.

– Noel Franus

Off-topic. Sort of:

Invention.
Trimpin: The Sound of Invention…

the sound of invention from Peter Esmonde on Vimeo.

Amazement.
Sonic technologist Woody Norris on ‘inventing amazing things’ at TED…

And finally, comedy.
Sweet Georgia Brown + Traktor. Because you can’t not laugh.

Enjoy — Noel Franus

Quick note to say ‘allo to the new readers coming in from Brand Management, a new site featuring solid thinkers from various points in this spectrum we call brand engagement. We’re honored to be in such illustrious company.

By way of introduction, here’s what to expect from me: I think out loud on the topic of sonic branding and identity. It’s a relatively new field, still in its infancy, with much to be defined.

What we do know: 1) sound is everywhere; 2) it affects or thoughts, feelings and actions; 3) it’s a powerful, efficient way to articulate a brand’s emotional DNA; and 4) most brands, large and small, lack guidance for how to leverage their investment in sound as a tool for growing deep relationships with customers — for building brand value.

As a partner at Sonic ID US+UK, I draw upon my experience leading sonic identity engagements (and a healthy dose of feet-dirty/heavy-lifting work) for Sun, Java, Cisco and some big brands in finance and gaming to explore what’s not so clear today: future sound of brand experience.

Thinking out loud — I won’t pretend it’s what I do best. And yet: we can’t evolve without a little back-and-forth and, sometimes, some dedicated cross-pollination. So if you feel moved, join me. Speak up and share your ideas.

Some links you may find useful:
Slideshow: Demystifying Sonic Branding and Identity
Article: Building Brand Value through the Strategic Use of Sound
Case Study: Creating a Sonic Identity for Cisco
Gathering: the 440 Sonic Symposium in Portland, Oregon this July
Podcast: the Sonic Convergence podcast

Looking forward to hearing from you. Thank you.

– Noel Franus