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MURRIETA, Calif. — Music is power, baby. A "sound" connection can affect the mood of the masses, conjuring images of different times and places. We all know a good groove when we hear one, and that, my friends, is powerful stuff.

I'm admitting to being musically illiterate. I can't play an instrument, carry a tune or even remember which artist goes to which song. What I do know is marketing and branding. Connect the right sound to a product and, bam, you have success.

Advertisers have that down pat. Dire Straits (delivering some of the greatest sounds of all time) recently sold out to Toyota. Even though I cringe when their television commercials flash on the screen, the sound does take me back to some pretty fun college days.

Is connecting sound with a particular time, movement or product a calculated thing? Did the Beach Boys make a conscious effort to connect their music to fast cars, sand and surf and bikini-clad girls? How about the Hawaiian Islands, forever connected with the theme song from "Hawaii 5-0," the most awesome TV theme song ever? Who doesn't dream up images of sun, giant waves and wicked-hot native Hawaiians dancing in paradise? The music takes you there.

Now, take state songs. Or rather, why don't we leave them up on the shelf with state birds, flowers and flags? State songs represent their respective states well in lyric, but the sound - well, antiquated is the most polite way to put it. Let's analyze a few, shall we?

"Go, Mississippi"

States may sing their songs of praise

With waving flags and hip-hoo-rays,

Let cymbals crash and let bells ring

Cause here's one song I'm proud to sing.

Go, Mississippi, keep rolling along,

Go, Mississippi, you cannot go wrong,

Go, Mississippi, we're singing your song,

M-I-S-S-I-S-S-I-P-P-I

This reads like a school fight song. Pretty peppy. And they spell it out for you, too!

"I Love You California"

I love you, California, you're the greatest state of all

I love you in the winter, summer, spring, and in the fall

I love your fertile valleys; your dear mountains I adore,

I love your grand old ocean and I love her rugged shore

Can you feel the love? I'll stick with the Mamas and the Papas and their California Dreamin' classic.

"New Mexico"

O, Fair New Mexico

O, Fair New Mexico,

We love, we love you so,

Our hearts with pride o'reflow,

No matter where we go

O, Fair New Mexico,

We love, we love you so

The grandest state to know

New Mexico

I grew up on this one. It's pretty on paper, but man, could it ever use a lift in the sound department.

Putting aside that every state has a song that was written about 700 years ago, the issue at hand is actually sound.

California has Sound. The Beach Boys' complete repertoire was California. The Beach Boys became California - California became the Beach Boys. Sheryl Crow's "Soak up the Sun" anthem became synonymous with the California sound. Most of what the Eagles put out in the 1970s was vintage California sound.

Other states have it too. New York is sound-branded by "New York, New York." Frank Sinatra's rendition of the song is timeless. In Texas, country western music rules and presents a very clear image of that state - for better or worse.

How unfortunate for Georgia - the theme song for the movie "Deliverance," is "Dueling Banjos." After the first twang, who doesn't think of crazy hillbillies in the Deep South out hunting for, well, never mind. Georgia did get redeemed by the great Ray Charles' "Georgia on My Mind."

That's a sampling of some states with great sound.

And you, New Mexico?

Your governor has had some interesting ideas on marketing and branding the Land of Enchantment to the rest of the world. Flashing billboards on Times Square. A fancy float at last year's Rose Bowl Parade. The state extends a very welcoming atmosphere to the motion picture industry. With all the effort being made to establish New Mexico as movie-making mecca, take some of that creative energy and find New Mexico's Sound.

Here's an idea that will get New Mexico some great play:

Find the state's "sound" by taking it to the people.

Perhaps the best sound would be based on the spiritual. Maybe something with a Latin soul, or an American Indian rhythm.

Perhaps the Santa Fe Symphony could help produce a song.

There could be a competition a la "The American Idol." I know, I know, where has all the culture gone? But you get the point.

Here's the basic plan:

Make some signs, advertise a contest.

Pick some judges. The Guv, a popular radio jock, an advertising executive and for good measure, a Beach Boy.

Have people line up around a building to audition.

Give contestants their 3 minutes of fame by broadcasting their "New Mexico Sound" to everyone in the state.

Have New Mexicans vote for the best sound by writing to this column.

Negotiate that the winning New Mexico Sound be given play in all major motion pictures produced in New Mexico.

Have Gov. Bill Richardson drop off a stack of DVDs and CDs at every place he stops to campaign in, um, promote New Mexico.

OK, so it's a long shot. Admittedly, a sound can't be forced, but once it sticks, and a match is made, it is a force. For inspiration in finding New Mexico's sound, think: "Hawaii 5-0. " Since you're on your computer, go Google it now!