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Music is so powerful as a carrier of this financial literacy message because it impacts your emotions and your brain in a particular and documented way. We all know this to be true because we have all had the experience of being at a music event and having all our senses open in such a way that our memories of the experience are very vivid years later. This is called “sonic branding” and it is what happens at Gooding’s events and it is exactly why they are so powerful.The involvement of Gooding, and the use of music could enhance many of the financial education and literacy efforts we are involved in – Sacha Millstone, Senior Vice President, Millstone Evans Group of Raymond James