Can Music Power Association Awareness and Branding?

I’m not a big proponent of paid advertising ... especially for associations.
Yet, we can learn from corporate advertising to discover any new promotional techniques.

Two ongoing TV campaigns have grabbed my attention ... not because of the product and not because of the visuals ... but because of the music.

The commercials are:

• Citi’s “you’re boring spot” which ends with a “This girl is on fire” refrain from Alicia Keys. 
• HP Office Jet Pro’s spot featuring "It Ain't What You Do, It’s The Way That You Do It" 

Once you hear either, it is hard to get the music out of your head!

These ads reinforce the power of music to capture our attention. Music “gets in our heads” and serves as a powerful reminder of experiences.
And, that begs the question: 

• Should associations have “theme songs” ... music that burns your association experience into the minds of your members and prospects? Music that connects with your audience and conveys your association’s experience.

Any associations want to share how they are using music to influence their members and prospects?