In Clear Focus: David Courtier-Dutton, the CEO of SoundOut, joins us to discuss the art and science that lies behind some of the most effective sonic logos in the US today. David explains how consistently using brand music creates a Pavlovian trigger: when people hear it, even in isolation, a flood of emotions that they associate with the brand is immediately triggered in the brain. We also learn how marketers can ensure that a sonic logo maps precisely to a brand's archetypes and values.