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.