DISCUSSION
Will Mastercard’s sonic identity connect with consumers on a new level?
Written by Bob Phibbs
Source: Bob Phibbs, The Retail Doctor
Through a special arrangement, presented here for discussion is a summary of a current article from the Retail Doctor’s blog.
Last weekend, I found myself in Fred Segal’s on the Sunset Strip to take part in the launch of Mastercard’s own sonic brand identity, which the credit card giant describes as “the sound equivalent of our iconic red and yellow circles."
Developed for over 18 months in collaboration with agencies, artists and musicians, including Mike Shinoda of Linkin Park, the sound will become a way for consumers to connect with Mastercard in the future, whether online, in a store when using their card or, more importantly, when using voice search.
That’s because voice shopping will hit $40 billion by 2022, according to OC&C Strategy Consultants’ data cited by Mastercard.
“Audio makes people feel things, and that’s what makes it such a powerful medium for brands,” said Matt Lieber, president, Gimlet, the podcasting studio that helped develop Mastercard’s new sound, in a statement. “With the explosion of podcasts, music streaming, and smart speakers, an audio strategy is no longer a ‘nice-to-have’ for brands — it’s a necessity.”
As payment options explode for consumers, being top of mind, especially when it comes to voice search, will be table stakes. Much like the old NBC tone did on TV, adding a sound to make the voice shopper actually pay attention will become important to brand loyalty.
Sense memories are quite powerful. Beyond sound and sight, some retailers are using smells to support the in-store experience.
As Dr. Christophe Morin and Patrick Renvoise, authors of “The Persuasion Code” note, “In today’s day and age, the most successful brands are the ones that deliver feelings and emotions.”
The Mastercard strategy is to touch the senses to stay top-of-mind with their loyal customers.
And as exciting as it was to be there at the launch, I couldn’t help but wonder how many retailers are as focused on where they need to be in the future and how they will remain relevant and top-of-mind to their customers.