Mastercard Continues Innovation In Sonic Branding
Snapshot: Firms that incorporate sonic branding experience a 76% increase in brand influence and a 138% rise in perceived advertising effectiveness. (Kantar)
Mastercard's journey into sonic branding began five years ago when it introduced a distinctive melody designed to enhance brand recognition across global touchpoints, from advertising to payment confirmations.
The brand's approach integrates neurology, psychology, and musicology to create a versatile sonic architecture that resonates globally while adapting locally. This strategy has not only bolstered brand power and advertising effectiveness but also aims to foster trust and security in transactional experiences.
Looking ahead, Mastercard continues to innovate with new sonic applications, such as an AI-powered music studio for customized brand experiences, ensuring its sonic identity evolves with technological advancements and consumer behaviors.
Key Quote: "People take in information through all their senses — hearing, seeing, tasting, touching and smelling. Yet many marketers concentrate on just two senses: sight and sound. This overlooks some of the most powerful triggers for memory and connection." Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard