Unfathomable quantities of money are spent each year helping companies distinguish themselves from each other, and one underexamined field for these efforts is “sonic branding.” As explained in a new video from The Scene, the term can apply to ringtones, title screen music, jingles, and all the little assorted bleeps and blips that play automatically when a product’s features are utilized. (Perhaps the most high-profile example is Microsoft hiring Brian Eno to compose the intro music for Windows 95.) The Scene recruited two experts on the topic to listen to some of the most familiar corporate sounds, encompassing everything from the NBC chimes to the Nokia ringtone, and describe what makes them so fiendishly memorable and effective.