{"id":29001,"date":"2019-02-18T16:22:08","date_gmt":"2019-02-18T22:22:08","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=29001"},"modified":"2019-02-21T21:53:08","modified_gmt":"2019-02-22T03:53:08","slug":"sonic-branding-and-the-sound-of-newly-minted-money","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/sonic-branding-and-the-sound-of-newly-minted-money\/","title":{"rendered":"Sonic Branding And The Sound of Newly Minted Money"},"content":{"rendered":"\n

Sonic branding is catching on. Just last week, Mastercard unveiled their new sonic identity not long after their move to a new wordless logo. <\/p>\n\n\n\n

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Mastercard, unlike so many others, recognizes the power of sound to help distinguish themselves in a crowded marketplace. Furthermore, with the explosion of smart speaker devices on the horizon, the time is right for brands to figure out their sonic brand.
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For brands or agencies taking the plunge into this emerging field, there are a few lessons I believe we can take away from Mastercard\u2019s work.
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1.<\/strong> Sonic branding goes beyond mnemonics. Mastercard was smart to zero in on one core melody<\/g><\/a>,<\/g> and use it as a springboard for all other kinds of assets across consumer touchpoints. <\/p>\n\n\n\n

The Mastercard melody is the foundation of the company\u2019s sound architecture and will extend to many assets, from musical scores, sound logos and<\/g> ringtones, to hold music and point-of-sale acceptance sounds.
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I believe with enough time and consistency, this strategic approach to music will boost brand equity.
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2.<\/strong> The sound of a brand needs to be flexible to fit different markets and messaging. The core melody is adapted to connect with different cultural aesthetics. Listen to the change in style and instrumentation for Dubai<\/a> and Bogota<\/a> for example. <\/p>\n\n\n\n

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