Who says branding is dead?

That bong – four of them, actually – represents the four syllables in the company’s “Intel Inside” slogan, a Globe and Mail report explores.

Humming yet? There’s actually a fifth bong … *giggle* … in the mix.

The first note is a throwaway; just there to clear the mind of whatever noise came before, so the brain is ready to hear and, more importantly, to remember the jingle that follows. “It’s extremely thought out,” [48-year-old Vienna-born composer Walter Werzowar] says in a thick Austrian accent that ads to his composer persona, like talking to Mozart on the phone. “There is this initial energy burst which closes off whatever sound was there before. It prepares you for the melody, then the melody comes in.”

In case you’re still trying to figure it out, here’s Intel’s latest “Rock Star” ad. Check out the harmonics at the end.