Mastercard has announced the launch of a branded sound

GettyImages 557920435

Sounds like the future.

In a world moving digital at speed, how people shop, move, interact, and transact is changing all the time. Today, our lives are dominated by screens; big and small, on our desks, in our pockets, and even on our wrists. But even the screen dominance is being disrupted by an army of virtual assistants marching into our homes and lives, by the AI assistants, by the bots, and much, much more.

Up until now the way we identify brands or products has been driven by visual cues. Today more than 80% of the world knows Mastercard’s iconic interlocking circles, but as digital real estate continues to drive down the ability for a brand to stand out, Mastercard’s chief marketing and communications officer Raja Rajamannar knew that it was time to continue the evolution he began four years ago, in a way that had never been done before. It has been predicted that by 2020, 50% of all searches will be done by voice. That means that all brands need to think about their consumers, and how they will help them feel safe and secure in continuing their everyday lives in a brand new, audio-led space.

How brands and businesses connect in this time of digital disruption takes big, bold, and brand new thinking. A radical new approach that will drive connection, while also capturing the hearts, minds, and ears of our audience. That is exactly what Mastercard has done via a break-through new strategic direction: the launch of a comprehensive sonic identity that will become the sound of Mastercard around the world. Wherever you see, hear, or meet Mastercard, you will hear the same consistent sound, giving you the peace of mind you expect from the world’s most innovative payments company. The sound of Mastercard brings a new dimension to the way you experience and interact with the brand, in-store, online, at point of sale, and across their multitude of marketing properties and platforms. Made up of a core melody, a signature or mogo (musical logo), and an acceptance sound, Mastercard has created a musical incarnation of its brand that is designed to be global and local, uplifting and discreet, all at the same time. This incredible achievement was done in partnership with musicians from across the globe to ensure wherever you encounter the new sound of Mastercard — in Mumbai or Manchester, New York or New Zealand — it is designed to feel relevant to you.

“To continue to be an important part of your life, the Mastercard brand experience needs to be multi-dimensional and with you wherever you are. The new sound of Mastercard will be as important a part of our brand DNA as our interlocking circles. The sound will evolve as we do and be constantly enhanced to reflect the myriad cultures and communities we serve. Delivering a consistent experience that feels like you and maps to your life, wherever you are.” said Rajamannar.

So, as all of us find our voices in the fast-moving digital-first world, we are being reminded of the value of listening. And from the sound of it, our ears are not only going to have a major role to play but will also be in for a treat.

Click here to learn more.

This post is sponsored by Mastercard. | Content written and provided by Mastercard.

Join the conversation about this story »