Five years ago, Mastercard released its own sonic "DNA", a 30-second melody engineered to be adaptable. It has versions of 3 and 1.6 seconds for different contexts and regions.
"Unlike visual branding like logos, sounds are transportive and evocative," Raja Rajamannar, Mastercard's CMO, explains. Sonic branding aims to enhance brand recognition in audio environments.
Sounds associated with brands like Twitter's notification chirp, iPhone camera shutter, or bootup sounds create brand reminiscence. Sonic branding allows brands to be present without visual cues.
Sonic branding leverages the human ability to recognize and remember sounds. Oral history's reliance on songs illustrates the power of beat and rhythm in sound-based identities.
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