• Skip to primary navigation
  • Skip to main content
  • Skip to footer

Sherrilynne Starkie

Smart Digital Communications

  • Home
  • Services
    • Social Media Training & Workshops
  • Approach
    • Ethical Communications
  • Blog
    • Social Media
    • Public Relations
    • Marketing
    • Media
  • Contact
  • About

Has the sonic brand concept finally come of age?

March 6, 2019 by sherrilynne 1 Comment

News of the launch of Mastercard’s new sonic brand reminded me of my Strive PR days in the Isle of Man. We helped a technology company develop and launch a ‘sonic logo’. It was so long ago that my memory fails me in recalling the client. But, I do remember that it took up a fair amount of the overall budget!

Of course, using audio in branding is nothing new. It’s been around since the dawn of advertising. Remember those old jingles “l’m stuck on Bandaid Brand” or “Libby’s Libby’s Libby’s on the label label label”?  And, today we all know McDonald’s “I’m loving it” and the Intel’s “Dah Dah Dah Dah!”

Mastercard developed its new contemporary sonic brand with “musicians, artists, and agencies from across the globe,” including Linkin Park’s Mike Shinoda, according to the company’s news release. (Which, cleverly, was released only as the audio file below).

It builds on the traditions of classic jingles. But, perhaps more importantly, it sets the company up to capitalize on what is probably the biggest disrupter of today’s marketing and  communications, voice search.

Amazon Alexa and Google Home devices are becoming pervasive and are changing how people search online.  This disruption is crossing over to shopping too.

Mastercard says, “With voice shopping set to hit $40 billion by 2022, audio identities not only connect brands with consumers on a new dimension, they are tools enabling consumers to shop, live, and pay in an increasingly digital and mobile world.”

Here’s a sample of the sonic brand and the full news release which explains how Mastercard is rolling out the sonic brand around the world.
Thanks to Shel & Neville for covering this For Immediate Release. 

Share this:

  • Reddit
  • LinkedIn
  • Pinterest
  • Twitter
  • Facebook

Filed Under: Marketing

Reader Interactions

Comments

  1. MarkRCasas says

    March 19, 2019 at 07:41

    Over the past 10 years, many new brands have appeared in the music industry. One of the most popular – Marshall, JBL. Now here is another Mastercard released a new product on the market. New brands appear as soon as the popularity of the previous one fades away. At the moment, JBL has ceased to be such a popular brand, although it is still being bought and used. But Worth it will be something new, with beautiful advertising, as everyone will forget about JBL and will use the new brand.

Leave a ReplyCancel reply

Footer

Contact Me

Looking to get in touch? You can reach me through social media, or drop me a line on my contact page

Sherrilynne Starkie Consulting

5346 Mclean Crescent Ottawa, ON K4M IE3, Canada
Phone: (613) 400 3654
Email: sherrilynne(a)sherrilynnestarkie.com
  • Privacy Policy
  • Contact
  • About

Copyright © 2025 · Hello! Pro 3 on Genesis Framework · WordPress · Log in