Mastercard, the payments company, believes that effective sonic branding can help enhance brand attributes such as differentiation, image, identity and emotional connectivity with consumers.
Greg Boosin, executive vice president, global business-to-business and product marketing at Mastercard, discussed this subject at the 2020 Association of National Advertisers (ANA) State of Audio online conference.
“Sonic branding creates brand recall and solidifies a new element of your branding into your repertoire,” he said. (For more, read WARC’s in-depth report: How Mastercard is developing a multi-sensory brand – from sight and sound to taste.)
“Sonic brands [appeal] directly to your subconscious and they do that through logos, music tracks, live music events, phone sounds and computer sounds … If you’re not thinking about this, you ought to be.”
Mastercard conducted two years of research into how its brand might be translated into the audio realm, and worked with artists, composers, musicologists and agencies. It