“Joel Beckerman spent about 18 months developing a song that boils down to a melody just four notes long. He’s one of a handful of composers who specialize in sonic logos, or the audio equivalents of the Nike ‘swoosh’ or John Deere’s leaping deer. More concise than a theme song and subtler than a jingle, sonic logos are brief melodies or sound effects designed to cement a brand in the consumer’s subconscious mind.”