it's now a thriving market and our next guest, dave connolly, is taking advantage of it.unds for companies. he is here with us right now, composer and owner of the firm. good to see you. how do you come up with a sound that will stick with people? that is a really good question. i think you often have three seconds to really capture someone's attention. the main thing is to try to understand what the brand represents. from a visual point of view, that is quite easy, you know, but from a sound, i am always kind of thinking about potentially having a strong hook, so it might be a melody. i think people refer to them nowadays as ea rworms melody. i think people refer to them nowadays as earworms and you kind of hear them in pop songs, but you really have such a short time in a sonic logo to do that. there's lots of different ways to do it. but it really depends on the client. you talk about earworms, what do you think about nokia's earlier mobile phone sound, for example, everybody just recognised it for what it was, it was iconic for what it was. but how much of a push is t