I really like how Seth Godin prefaces the viewing of this video with the following statement.
Safe for work, audio is okay.
As our media and ad spend becomes more diversified it is important to consider the appropriateness of audio content in different environments.
For example, if your target audience spends most of their time accessing your on-line content/ads in the workplace, is it appropriate to have sound? And if so what is appropriate and how can the user protect him/herself from an embarrassing audio onslaught?
Where and when sound should be used is just as important to your sonic branding strategy as the type of sound you use, and of course determining this always starts with your audience.
Enjoy the silence.