From Knowledge@Wharton: Joel Beck­erman, who has constructed a career trans­lating music into marketing strate­gies, has crafted what he calls “sonic branding” for AT&T, Disney, Mercedes, South­west Airlines, Coca-Cola, Scion and dozens of other compa­nies and prod­ucts. In Beckerman’s world, making a memo­rable melody that can linger in a listener’s mind after just a few notes is a bench­mark of marketing success. · Go to The art and science of sound: How music influ­ences consumers →