Companies spend a lot of time and effort perfecting the look of their brands. But now what a brand sounds like matters just as much. We trace the history from songs to jingles to what's called sonic branding, following the creative process that led to AT&T’s iconic four-note sound logo. And we'll explore what comes next: multi-sensory marketing. Can sound change how beer tastes? This episode originally aired on Household Name.  Twenty Thousand Hertz is produced out of the studios of Defacto Sound, and hosted by Dallas Taylor.  Follow the show on Twitter & Facebook.   Become a monthly contributor at 20k.org/donate.  If you know what this week's mystery sound is, tell us at mystery.20k.org.  Episode transcript, music, and credits can be found here: https://www.20k.org/episodes/soundmarks  Learn more about your ad choices. Visit megaphone.fm/adchoices