Freddie Webb, is the founding partner of Father, a creative music and sound design studio. In this episode he explains to Ollie Lloyd why he passionately believes that many brands are missing a trick when it comes to the way they use sound. He thinks that sound should be an integral part of brand design and used strategically. Father have worked with brands like EE, Aston Martin and The Modern House Company to help them create distinctive sonic palettes that helps them stand out. There are a few food and drink brands that are doing this, Magnum Ice Cream being a rare exception.  In crowded categories, where brands are pumping out digital content, there is a need to be strategic in both the images you pick and the sounds you choose. If you have ever wondered how to start this process it is worth listening to Freddie's experience in this area as it is certainly gets one asking questions.   Edited by Stella Gent