Understanding how the brain processes sound is essential to sonic branding. Good sonic branding stimulates an emotional response, but great sonic branding does more–it becomes rooted in the belief system. It’s what makes the best sonic brands so deeply resonant and meaningful why, when we hear the Mission: Impossible theme, we feel danger in the air. Sonic brands, as they tap into our emotions and gradually and consistently become beliefs, are irresistible. For brands, they are a gold mine.