Mastercard unveils new “sonic” brand
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Mastercard unveils new “sonic” brand

Just a month after dropping its name from its logo, Mastercard’s rebranding continues. This week, the company has debuted something… well, rather unexpected: a ‘sonic’ brand. The company described the melodic auditory tag as a way to tap into the “growing audio-based nature of marketing and shopping.” In other words: it’s all about the experience – and experience, at its core, is sensory experience. Mastercard’s new “sound architecture” should, in theory, add a layer of experience to everyday transactions that keeps it firmly in consumers’ minds.

Listen to Mastercard’s reveal of the new sonic brand on the video below:

We’ll step aside for a minute and let Mastercard’s chief marketing and communications officer, Raja Rajamannar, explain how it all works: “Sound adds a powerful new dimension to our brand identity and a critical component to how people recognise Mastercard today and in the future. We set out an ambitious goal to produce the Mastercard melody in a way that’s distinct and authentic, yet adaptable globally and across genres. It is important our sonic brand not only reinforces our presence, but also resonates seamlessly around the world.”

Mastercard’s share price has appreciated by 18% so far this year

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Source: Yahoo Finance

Mastercard released a statement over the new audio branding that said research from OC&C Strategy Consultants points to conversational commerce hitting $40 billion across the US and UK by 2022. This is down to the rise of smart speakers, and voice-activated interaction.

Mastercard has committed to a new campaign showcasing its audio brand, which will play in advance of the American Grammy Awards, and feature nominated artist Camila Cabello. It’s also planning a presence at London’s Brit Awards and the Mobile World Congress in Barcelona.


Dominion holds Mastercard in its Global Trends Ecommerce Fund.

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