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How Mastercard Built a Sonic Brand Identity
In this episode, Lucas and Luna explore how Mastercard created a sonic brand identity that goes beyond its iconic logo. They break down the research behind the sound, the rollout across 80+ countries, and the strategic reason why a payment company invested millions in audio branding. Specific numbers include the 2024 brand tracking study showing 64% unaided recall of the melody among consumers under 35, and the 73% increase in brand recognition when the sonic logo was paired with visual ads. The hosts also discuss the implications for smaller brands considering sound as a differentiation…
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