I love that, in the UK at least, there’s a type of food named after the sound it makes. Crisps! Do you reckon they sound louder to your own ears when you’re munching them or to someone standing next to you?

More effort goes into sonic branding than most of us realise. Every day, we’re seduced by sound. It taps into our subconscious and has the power to change how we feel in an instant. The BMW driver (more of a scooter man, myself) relishes the reassuring thud of its door, while the thirsty can’t wait for the pssst of a fresh can of Coke and the way it cracks the ice when you pour it over.

I’d love to be briefed to create a sound for a brand. There are just so many good examples out there. The clunk of opening a jar of mayo for the first time, the snap of a KitKat, the rattle of Smarties, the chink of a Zippo.

So open your ears and tune in. And hopefully one of those brand soundscapes might be mine in the near future…