Sound Business

Sound Business
Sound Business. How to Use Sound to Grow Profits and Brand Value Julian Treasure Michael Bayler

Most businesses are shooting themselves in the foot every day with bad sound … over 95% of Fortune 500 company websites are still purely visual.’

Julian Treasure’s goal in writing this book is clear: to elevate sound from being a poor cousin of muzak, or a half-hearted afterthought to being, literally, a sound and pragmatic investment in customer experience and brand growth with clear ROI.

The question we must therefore ask is simple: does Sound Business inspire and enable readers to move investment away from easier, less-controversial activities, and begin converting them into confident advocates of brand sound? For a start, a typical busy, commercially minded reader might instinctively prefer a less comprehensive ‘what’, and a bit more focus on ‘why’.

Mr Treasure’s very accessible audiovisual presentation, and many interesting and enhancing sonic examples from case studies are available online. So if the reader struggles with the theory in this book, help is at hand.

Once through his extensive premise and arriving at the ‘how’ – the conceptual heart of the book – The Sound Agency’s consulting framework is sensible and comprehensive, and the name brand case studies generally robust. If you already suspect that your brand might deserve a significant focus on and investment in sound, Sound Business equips you well for the fight. But often, in these brutal times, there will be a fight for budget, and it is likely that investment in more tactical, less-innovative tactics will override the more – rightly or wrongly – esoteric opportunities.

Sound Business seems best located as an underlying – and substantial – proof point for The Sound Agency’s coherent and, judging by endorsements and client references, credible offering. A book of this substance and in-depth research is a key building block in an ambitious niche agency’s development strategy. It’s apparent that Sound Business will stand the test of time and will be quoted into the future, by those who have made what remains, at least for now, a more cerebral commitment to the cause.

However, brand sound is, for now, still viewed more as ‘a bad thing that may need to be fixed’, than ‘a good thing that cries out to be leveraged’. Julian Treasure and The Sound Agency will no doubt be around to fully harvest the rewards of their vision and tenacity when the time comes.

Sound Business: How to Use Sound to Grow Profits and Brand Value, Julian Treasure, Management Books 2000 Ltd,

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