Voice and Sound Identity

As we introduce voice interaction, we are also introducing sound as brand equity.   This used to be common on TV and radio, will this work now?  Or is the jingle or intro chime passe?  And now as part of a conversation, is the sonic identity opening a new channel?

Will Mastercard’s sonic identity connect with consumers on a new level?  by Bob Phibbs in Retailwire

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.”  .... '