Some brands stink. Literally. You should make sure that your brand is properly represented through all of your customers' senses. We tend to play the most attention to sight and a lot less to smell and sound.
Hearing sound isn't cool. You know what's cool? Seeing sound. Interaction designer Lukazs Karluk put an audio clip through a gauntlet of digital and physical transformations, resulting in an augmented reality tabletop sculpture.