Today's jingles have to get their "sonic branding" jobs done in just a few notes -- usually not more than five -- that both sum up a product and capture the ear of the consumer. "There are so many more media options now that it's important to have a song that can link television commercials, Web sites and the tunes that play on a kid's cell phone," said Richard Dickson, a SVP at Mattel Brands, which is developing a new jingle for Barbie.

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