Mastercard’s sonic identity aims to give the brand a successful global identity
Mastercard is up to something really big. After removing its name from the intertwining circles logo in a bid to gain recognition as a ‘symbols brand’, Mastercard is ready with a new ‘sonic identity. After hearing its range of musical refrains, we have a feeling that this catchy tune has a potential to seep into people’s brains as an earworm and make Mastercard remembered for its modernised sonic identity just like Intel and Windows.
But why does Mastercard want to be perceived as a sonic identity? After a rigorous probe by our team at Campaigns of The World, it led to an interesting insight. Mastercard understands the importance of being identified and remembered in this realm where payment transactions have become extremely seamless. If there is no brand recall value to the enabler brand then it risks becoming unidentified and forgotten. Hence, through its new sonic identity, Mastercard wants to be recognised as the enabler brand and remembered whenever transactions happen at point-of-sales devices.
Mastercard also hired Mike Shinoda of Linkin Park as a music innovator to ensure that the melody chimes with the masses instantly. Mastercard also intends to use this sonic footprint as a means to stay ahead in the game of impending conversational commerce; which is nothing but purchasing through voice-enabled platforms like Amazon’s Alexa or Apple’s Siri. “You don’t just see our brand, you hear it as well,” says Rustom Dastoor, Mastercard’s SVP of marketing and communications for Asia Pacific.
Mastercard Debuts Sonic Brand
Lessons from Mastercard on how to create a sonic brand identity
Tags:
Mastercard News, Mastercard sonic brand identity, Mastercard Sonic Logo, Science & Technology, Grammy Awards, sonic brand identity, Mastercard New Logo, Tech, Mastercard Sensory Lab, Best Innovative Campaigns, innovative technology ideas, best technology campaigns, Mike Shinoda, voice-enabled campaign, Alexa, Siri
