"The few seconds of music Connor Moore writes is called sonic branding, the composition of audio with some core functionality, product association, and aesthetic appeal. In theory, this kind of minimalist marketing
dates all the way back to the beginning of recorded sound with MGM’s lion roar in the running for earliest, if not longest-lasting example. Sonic branding involves stand-alone sounds, like NBC’s three-note signature or United Airlines’ use of the most familiar measures of “Rhapsody in Blue.” These distilled riffs are meant to build an aural association with a product to create a Pavlovian sense of loyalty and expectation. Consider how primed you are to see great television when you hear HBO’s staticky hash resolve into that choral crescendo."