Wednesday January 24, 2007

All good things...

Greetings -- just a quick note to let you know that this is my last post at this blog. I'm departing Sun (and regretfully, departing this blog), and am joining Elias Arts as their directory of strategy, focused exclusively on audio branding and identity. Meanwhile, the coals will always be stoked over at my Intentional Audio Branding blog. Stop on by and say hello when you get a chance.

 

Monday December 18, 2006

New audio branding blog: Intentional Audio Identity

I'm going to stop hiding behind that wall of sound and point you to a new blog that I've been maintaining for the past few months: Intentional Audio Identity is the only English-language blog that's focused on the role of sound as an extension of brand.

Yes, there are plenty of music blogs. Yes, there are plenty of business blogs. And quite a few about music and business, too. At this site, however, I explore music, sound and voice as defining a brand, much in the same way that visuals define a brand.

This site explores the role of audio as an intentional, thoughtful extension of brand expression...whether it be it in the form of a simple sonic logo or the larger, multi-faceted lens through which customers experience a company.

Most companies spend millions of dollars on auditory communications, with very little of that influenced by strategy. (Called your call center lately?) That's a wasteful investment. I figure it's time we change this. It starts, perhaps with a conversation over at the site.

I'll still be posting on broad-based brand-experience issues here, but in the meantime, you now have yet one more bookmark/RSS feed to distract you from your job. Merry Christmas.

Monday November 06, 2006

Lessons learned from the MP3 Poll

Following up from the "Power of Sun" MP3 poll I threw out there a couple of weeks back -- there's plenty to say. But I do plenty of talking around here. You guys had your turn, and quite honestly, you've given lots of food for thought. So let's start there.

 While many of you thought this sounded comicly awkard -- my feelings as well -- Fritz makes a great point: "Corny? You bet...I think if used in a self deprecating way, these music art forms have value."

My take is that this is not the kind of sound that should represent Sun on the front door, as the first thing someone hears when they hear the Sun sound. (Although I have a feeling that from time to time it has done just that, especially its presence at ZD Net UK's corporate anthems site.) However, it is a dose of personality that represents some of the people in Sun: just like most of us, they like to let loose a little, and they did so with music.

There's a place for personality in every company. It's usually in the hallways and collaborative spaces that become home to like-minded groups and individuals with something in common. That place is not on the forever-visible public-facing internet. Especially given the legal grey are we venture into when it's a note-for-note song cover. Yikes.

All of which brings us to the larger point -- and this is something every design manager in a large company can relate to, I'm sure: individual creativity must be encouraged, cultivated, and put in a spotlight...all in the right context. And my goal in developing the Sun and Java audio brand is to ensure we have a platform for that context.

Why? Tag explains it nicely: "It's a very obvious example of how a known song can completely obscure
a brand. The message even if it is on brand is never heard and a conection between brand and consumer is never made because of that initial visceral reaction. I would argue that this is also true of songs where the reaction is positive. Isn't the brand message obscured then as well?"

Indeed. Which brings us to the next necessary conversation for all of us: how do you define a clear brand message with music, sound and voice? One that we as an organization can rely on, and one which evolves as our brand evolves?

Brilliant questions! And I have answers. Specifically, some answers, some questions, and some more noodlings, all of which, with your participation, may just lead us to that promised land we like to call Clarity. Stay tuned.
 

Wednesday October 18, 2006

"The Power of Sun" MP3 poll. Listen and participate.

I'm conducting a little experiment -- I'd like to know what you think about this "Power of Sun" song (MP3 link). According to ZDNet UK, it was about as official of an anthem as it gets when it was produced back in 2003. It's no longer officially "on-brand," but I'm curious to hear your reactions to this.  Here's your chance to share.

Three simple questions to this completely unscientific poll:

1. Like it, or disklike it? Why?

2. Can you provide any adjectives to describe this song? (Don't worry, you don't need to be a music expert. Simple adjectives like "energetic," "provocative," or "depressing" work just fine.)

3. Are you employed by Sun? If so, how long have you been with Sun?

That's it -- listen away and let me know what you think by adding a comment. You can identify yourself or post anonymously. Alternatively, you can mail me at noel dot franus at sun dot com and I'll add your comments to the tally.

Polling will stay open until Monday, noon Pacific time, and I'll post the results in the evening. Thanks.

Friday September 29, 2006

Customer service: amp up the love, boost the prosperity

Earlier this week I was calling one of my credit card companies to cancel the account. I've been a cardmember with these guys for 13 years. I don't want to think about the money I've made for them over the years -- let's just say it's in the thousands on annual fees, late fees (back in my post-collegiate freewheelin' days), the data they've shared about me with their partners, and fees raked in by retailers with each usage.

The account rep tried her best to keep me along, touting the many advantages of using the card that I honestly hadn't used at all in the last three years. (Better benefits elsewhere.) And, sure, I was open to a conversation that could gain me some leverage: could you do me better than my other cards? Cut the annual fees? Offer better travel rewards? If so, I'm in. Sell to me. So she tried, but the benefits weren't adding up. And it became clear to me that this was a form she was reading from. Not a relationship she was trying to save.

Our story closes with her best and final offer: "Sir, let me tell you what. I'm going to throw in a little something for you which I think will make you very happy. I'm going to credit your account for $20."

Twenty bucks.

Which doesn't even cover the annual fee. For the card I don't even use.

Twenty bucks to save a 13-year relationship that's made them thousands.

Twenty bucks to string me along for another 13, when my prime-earning-and-spending years are taking root. (Add up those Ben Franklins, kids.)

All this has left me dazed. I thought I was happy letting them go immediately after her best and final offer. But now I'm wondering if I really would have preffered the AOL approach to account cancellation instead. At least I would have felt...wanted. Sniff.

Moral of the story, just add it up. And for those of you looking for a value-add angle or an experience design angle (that's what we do here, after all) I would suggest that each and every customer interaction you plan, create and implement -- every service, feature, upgrade, conversation, pitch, click-here button, sonic expression or other way of touching your customer -- be one of intentional love and prosperity, rather than blind indifference.

Now get to work. There's love to be made. Go.

Monday September 25, 2006

Aduio clip: Saints' Return Marks Life in New Orleans

New Orleans Times-Picayune Columnist Chris Rose explains why a football team in a large building means so much more than a football team in a large building. Includes audio.

Friday September 22, 2006

Audio Identity at AIGA Gain

Great news: we'll be heading over to New York in October to present to the AIGA Gain / Business + Design conference in late October.

I'm at the point where, after a number of Sun-only presentations on audio branding and the recent IDSA national conference, there's more than enough material to work with. But it always evolves. F'instance, here's something that may just seep into a future conversation -- stay tuned:

One of the core concepts of "good" or intentional audio branding I've been thinking about lately is that those who "get it" benefit from a smart, brand-centric approach to music, sound and voice.

Two companies come to mind as specifically having come a long way in this matter: Apple and Starbucks. Oh great, you're thinking, more brandspeak about Apple and Starbucks. But bear with me, this one's new.

The very few companies that have built a strong audio brand -- BMW, Coca Cola, Harley-Davidson, etc. -- have done so by using sound to either: a) create a connection with customers via promotional/marketing/advertising ("Always Coca-Cola;" Intel chimes; N-B-C); or b) reinforce the brand by integrating brand values into the user experience (BMW's 200+ acoustical engineers working on the controls and overall interior timbre of the driving experience; Harley's acutely calibrated tone; Cheetos' crunch etc...).

But very few have shot past all that with sound. Apple and Starbucks are two such companies -- not only have they used sound for both those purposes, they've built it right into the heart of their business strategy.

In case you're not getting it, I should mention a coupla products that have altered the course of modern culture: iPod and iTunes. Of course Apple's always had the vision of being at the hub of a "digital lifestyle," but had they really imagined their modern success 15 or so years ago, when they were a nifty little computer company? (Or better yet, 10 years ago, when they were a not-so-nifty little computer company?)

Meanwhile, Starbucks uses their Hear Music sub-brand quite well; these Starbucks coproduced CDs available at the register don't merely extend the brand or provide extra cash for the man behind the curtain; they reinforce the brand -- it's not coffee, kids. It's a lifestyle.

In both cases, it's encouraging to see companies moving from simple commodity providers to major pruveyors of creative cache. And it's due in no small part to them leveraging our emotional connection to sound.

Let's talk more in NY. See you at Gain?

Wednesday September 06, 2006

Corporate anthems

I've mentioned in the past some funny little corporate anthems -- Apple, Starbucks, etc. But in doing some research work for a few presentations, I've come across this golden nugget -- a ZDNet UK list of many of them.

Consider it a snapshot of your awkward teenage years. But instead you're a company. And it's not a photograph of you looking silly...it's music you made that was downright laughable. Enjoy.

(Be sure to read/listen to the story about the AT&T executive who insisted on writing, performing and distributing company-wide a CD with his clearly gifted performances. It doesn't get any better...)

Thursday August 10, 2006

Bad advertising and good experiences

David Polinchock at the Brand Experience Lab has called out some interesting numbers that have popped up over at Advertising Age: amidst a massive decline in TV advertising effectiveness, "44% of purchasing decisions at one telecom company were influenced by customer interaction rather then advertising." All I can say is...wow.

Wednesday August 09, 2006

Pop quiz: what's that sign?

 

What is it? The first person who gets it right wins a free homebrew from yours truly.

OK, now that I've got you hooked, more detail: in my spare time I've been toying with an idea that could help locally-oriented companies better promote themselves as primary ambassadors of a local region's goods. And this is what the idea looks like. Guess away, or read the entire entry via Permalink below for more info...

Monday August 07, 2006

Forget brand. Get customers to fall in love with you instead.

I spend a lot of tie pontificating on brands and "the user experience" here, but today's note is brief and has very little to do with "brand" at first glance. It's a customer reference from the producers of Barnyard that was published today at Sun's site:

Sun became an extension of our crew, establishing the kind of
relationship that is critical for any film's success," says Parry. "Our
honeymoon period has lasted and lasted, and the level of support we
have received has increased over time. We have experienced the power of
a Sun partnership, and it has made all the difference to our success.

Great news for a company like Sun. And like I said, this nothing to do at first glance with  "brand." On the other hand, it's a simple reminder of something all branding and marketing efforts should be working towards: making customers happy. Because the happier your customers are, the more likely they are to be your brand ambassador and do your own marketing for you.

(Ahh, that sounded so good I have to play it again: "it has made all the difference to our success." What a great way to start the week.)

Thursday August 03, 2006

Don't miss the Dave Norton experience

I had a chance to see Dave Norton of Stone Mantel present at last year's ridiculously insightful Experience Architecture Forum at Harvard and have had the chance to follow up with him since. He has a great take on what it means for brands to communicate by experience-making in ways that are both relevant and resonant.

Well now, here's your chance to learn more: Dave's giving a two-day seminar through the DMI: Strategies for Designing Meaningful Brand Experiences. The dates: September 8-9 in NY; October 19-20 in L.A.

By all means, highly recommended. And by the way, if you're anywhere near Boston, drop in on Greg Beck and the EA @ Harvard TODAY or tomorrow if you can to say hello and meet the architects behind today's (and tomorrow's) most compelling physical experiences.

( Aug 03 2006, 12:05:45 PM PDT ) Permalink

Sonic branding, the mashup version

When I introduce the concept of "audio branding" to people unfamiliar with it, one of the easiest ways to talk about it is in terms we're already familiar with -- you know the Intel chimes, the Yahoo! logo, and you want to teach the world to sing. At its simplest, purest form, it's a way of creating sounds that suit the brand for strong identity in an otherwise overbanded marketplace.

Alternatively, it's just as easy to demonstrate the role of sound in our lives when you talk about sounds that clearly don't fit a brand: imagine, for instance, a Rocky soundtrack written by Barry Manilow. or Tony the Tiger that featured the voice of Clara Barton (Where's the Beef!)? Or a Harley Davidson that zipped down the street with the sound of an electric scooter. The cache that we associate with these brands would be about as flat as Floyd Landis' cycling future.

Fortunately, someone's taken the time to do some real-world subverting for us. No, I'm not talking about your call-center -- which I guarantee is losing you customers right now -- but something a bit easier to laugh at: music for Gap commercials that didn't make the cut. Happy lunch-hour clicking.

(As for that call-center your company uses: go ahead, I challenge you to give it a ring and sit through it like a real prospect or existing customer would. Does the system -- decision-tree, voices, music -- work for you or against you? Are you gaining brandshare, customer loyalty and revenue? Or losing it? If the answer is the latter, don't worry, most of your competitors probably haven't caught onto their problems, either. But they will soon...)

( Aug 03 2006, 11:38:01 AM PDT ) Permalink

Speaking of Great Ideas...

Okay, so Marc and Bruce (see entry below) had a great idea and ran with it. Which got me thinking about something I came across recently that's been on my mind in the last few weeks since I've read it: success is rarely built on a great idea, but rather on a pretty good idea exedcuted very well.

In fact, The Great Idea is a big fat myth, says Ramit Sethi:

The myth of The Great Idea is a dangerous one. It makes you constantly search and search for something that you'll probably never find. My friends, for example, are still searching, and it's two years later. How many of you know an older person (maybe a parent?) who is always tinkering and muttering about the Great Idea he wants to find?

Follow that link for some practical ideas on how to execute. And get to work on something simple.

( Aug 03 2006, 11:16:12 AM PDT ) Permalink

Solar wi-fi a reality?

Sun employees -- current and former -- are moving forward with a plan to make solar wi-fi a reality in places where it's needed most. Seed financing by the One Laptop Per Child Initiative.

Kudos to Marc Pomerleau and Bruce Baikie for choosing a damn hairy audacious goal in ways that certainly make the rest of us (okay, me) jealous.

( Aug 03 2006, 11:07:34 AM PDT ) Permalink