I was very impressed with the place and with the desire of those I met to listen and learn. There is a humble desire to find out how we do things in the West and a less humble ambition to absorb and overtake our creative industries - and do it all locally with local people.
I don't blame them for their ambition, nor do I really see the best innovation businesses in the West having any problems at all staying competitive...but China (Asia in general?) will eat the breakfast of any industry that fails to constantly update their offering. They have proved time and time again the ability to imitate (initially with inferior quality) but then emulate and quickly supersede Western industry.
Fortunately, sonic branding is still an innovation industry. I liken our position today to that of the visual branding world in the 1960s...lots of brands aware of it, very few with any working knowledge of it and a tiny smattering of evangelists running around the world spreading the word. The majority of experience is in Western Europe and North America. China can't replicate that any time soon so China simply isn't a threat to Western sonic branding agencies. If it's not a threat then it must be an opportunity right? Well, yes. But a qualified one.
Here's the equation. If you want to discuss it, let me know:
2.6billion ears + sonic branding - high cost of sales (for a Western business) + innovative revenue model = fame (for Chinese brands) + fortune (for Western business) - Intellectual Property
Enjoy that one.
DJ
Hi Daniel,
ReplyDeleteInteresting thoughts. I totally agree, that sound branding is where Design was in the 1970. But I also think that we have to be carefull about creating to much sound and music. I prefer to say, that we are designing the silence. If sound and music doesn't add anything to the communication or platform, then it should be removed.
Harmonic Regards
Karsten Kjems, Director
It's interesting to see the different perspectives on this issue. I think for now I believe the bigger challenge - of improving the sound of the brand world - will be met by those seeking to harness, design and coherently manage sound.
ReplyDeleteThere is still not that much brand noise around - in comparison to visual noise - so I think we have a good five years to focus on creating before we might usefully start selling silence.
Still - there'e more than one way to skin a cat!
Best
DJ