Mastercard strives good vibrations with new sonic brand identity


By MYBRANDBOOK


MYBRAND BOOK

Mastercard strives good vibrations with new sonic brandidentity scored with the help of Mike Shinoda of US rock band Linkin Park is now heading for the Grammys and the Brit Awards.  This new melody will play whenever consumers use their cards in physical, digital and voice environments. The news comes on the heels of the company’s recent transition to a symbol brand, dropping its name from the logo and pitching it into the same wordless branding category as the likes of Apple and Nike.

 

As payments become invisible across digital commerce, the need for an audio cue to reinforce brand identity becomes increasingly important.

 

“Sound adds a powerful new dimension to our brand identity and a critical component to how people recognise Mastercard today and in the future,” says Raja Rajamannar, chief marketing and communications officer, Mastercard. “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.”



The card scheme plans to launch a multi-channel marketing programme starring Grammy-nominated artist Camila Cabello in the lead up to the 61st Grammay awards ceremony. Following the US introduction, the Mastercard sound will head to The Brit Awards in London and then Mobile World Congress in Barcelona. 





 TOP 25 ICT BRANDS 2019 

4,767

 TOP 25 BRANDS  Placeholder image

 WOMEN LEADERSHIP  Placeholder image

 IMAGE GALLERY  Placeholder image
IT FORUM 2019

 EMINENT CIOs OF INDIA  Placeholder image

 MOST ADMIRED BRANDS  Placeholder image

 TRENDS IN TECHNOLOGY  Placeholder image

MORE VIDEOS  Placeholder image

 ADVERTISEMENTS  Placeholder image

Copyright www.mybrandbook.co.in @1999-2019 - All rights reserved.
Reproduction in whole or in part in any form or medium without express written permission of Kalinga Digital Media Pvt. Ltd. is prohibited.
Other Initiatives : www.varindia.com | www.spoindia.org