Kevin Perlmutter, Chief Strategist at Man Made Music, uncovers the emerging experiences where audio is taking branding to the next level

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When everything’s intuitive, what’s left to set great design apart? SVP, Chief Strategist at Man Made Music Kevin Perlmutter makes the case for sound as the most intuitive sense that brands are neglecting.

Intuitive. It’s become an overused word at this point, don’t you think? Everything is expected to be more intuitive, and the more intuitive things become, the more our brains yearn for it. But now, intuitive has gone from an aspirational point of difference in experience design to a price of entry. Simply being intuitive is no longer distinctive.

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