It takes a fraction of a second for a listener to have an emotional response to a new object, and on that basis to approach positive and avoid negative objects. Sensing and actuating technologies are readily affordable to make sounds responsive to human activities, providing new functionalities and enhancing existing ones. Most business sound, when present, is undesigned, accidental and unpleasant. Moreover, in recent years innovative companies started promoting their sound identity for products and services. SOUND PLAYS A RELEVANT ROLE IN EVERYDAY-LIFE THE VISUAL CHANNEL FOR BRAND COMMUNICATION IS ALMOST SATURATED SOUND MATTERS