Mastercard sees benefits from sonic branding

Christel Deskins

Mastercard, the payments company, believes that effective sonic branding can help enhance brand attributes such as differentiation, image, identity and emotional connectivity with consumers. Greg Boosin, executive vice president, global business-to-business and product marketing at Mastercard, discussed this subject at the 2020 Association of National Advertisers (ANA) State of Audio […]

What You Need To Know To Ride The Next Sonic Wave

Christel Deskins

“The public has an appetite to interact with your brand on a deeper level than you think. It’s … [+] insulting to slap them with an inflexible repeated mantra.” – Sean Thornton, Audio UX (Photo by Joseph Branston via Getty Images) Future Music Magazine/Future via Getty Images Among the shortcomings […]

Song Zu And Eardrum Launch Resonance Sonic Branding

Christel Deskins

Two of Australia’s most respected names in sound and music, Eardrum’s Ralph van Dijk [pictured left], and Song Zu’s, Ramesh Sathiah [pictured right], have partnered to form Resonance Sonic Branding, a new audio branding agency to improve impact and attribution across all audio platforms. With consumers’ growing audio consumption of […]