Read Jack Hitt on sonic branding and Joel Beckerman:
Fajitas, Beckerman writes, were merely a decent-selling dish that went supernova as a middle-class entree after Chili’s focused its presentation on the loud sizzle of the dish emerging from the kitchen, a sound that figured into all its key advertising. Spend enough time pondering the nuances of sonic branding, and you come to appreciate the pure genius of the letter z in the word Prozac.