‘People asked if I was smoking something’: Mastercard’s CMO on developing its new sonic branding

Barely seven weeks into 2019 and Mastercard has already given us two major branding stories. First, the company dropped its name from its logo, becoming one of a small number of symbol brands that can rely on people recognising its brand without the name written.
Then it launched its sonic brand identity, a melody that will play wherever the Mastercard brand shows up whether that is in advertising, sponsorship or when customers make a transaction.
Both the steps point to a branding future in wh