_Alex Pejcic is the President & Co-Founder of Sonic Boom Creative Media Inc., an interactive agency in Toronto, Canada. For over ten years Alex has been a guiding force at the agency and provides strategic direction to clients including Citibank, Bell, Honda and Harry Rosen. Alex has also collaborated with many of Canada’s leading advertising agencies including Taxi, BBDO, GRIP and Grey in realizing profitable channel and integrated marketing opportunities for their clients._
*One Degree: Why “Sonic Boom”:http://www.sonicboom.com/ ?*
Sonic Boom is a tribute to a British musician of the same name who was in a band called “Spacemen 3”:http://en.wikipedia.org/wiki/Spacemen_3. As time progressed the name Sonic Boom took a life of its own for the agency. It stood for anticipation, reaction and impact which was demonstrated through our methodology, approach and ultimately results.
*One Degree: Sonic Boom is known for doing great “Flash”:http://www.macromedia.com/software/flash/flashpro/ sites. Do you feel it is easy to get pigeonholed as a specialist shop based on the technologies you use on high profile projects?*
Category: Branding
Recent “One Degree interviewee”:http://www.onedegree.ca/2006/03/03/5-questions-for-robert-scoble, Robert Scoble is often seen as an “edge case”:http://scobleizer.wordpress.com/2006/01/27/more-on-edge-cases/ (although he “hates being called that”:http://scobleizer.wordpress.com/2006/01/26/scoble-im-not-an-edge-case/). I think Robert sees himself more as “canary in a coalmine” – out ahead of us but doing what will one day become common practice. The term edge case implies a way of using things that will _never_ be seen as normal.
In any case, whether Robert is an edge case or not, I’m starting to think that he is a “bright-liner”. You might not know that word, so let me digress for a moment to explain what it is before saying why Scoble might be one and why it might impact your brand.