Sonic ID's managing director Noel Franus' latest piece at Intentional Audio -- "The 5-step primer for fixing brand dissonance" -- is a simple cure for the sonic side of brand management in challenging times.

Step number one: understand what you're spending on music and sound today. It's one of the largest expenses that a large brand takes on across its brandscape, and most of us have very little knowledge of what that funding accomplishes. Only once you know what you're spending can you spend wisely now and plan for the future.

Franus also offers ways to create quick, actionable wins now for the purpose of turning today's wasteful expenses into tomorrow's wise investments

Link: http://is.gd/f2gd