When I hear an ad with a familiar voice-over or memorable theme song, it triggers a memory of a product or place. When I hear the theme song for my local mall, I'm transported to the food court and my favorite stores. Every time I drive past an O'Reilly Auto Parts store, their catchy jingle plays on a loop in my head. These kinds of sonic associations are both intimate and powerful. In a crowded ad market, they are also critical to helping brands stay top of mind.