What should a brand sound like?

Visa long has been known for being “Everywhere you want to be,” but that’s more about being seen than heard. In a world of smart speakers, mobile payments and podcasts, the financial services brand realized that just wasn’t enough anymore.So in 2016, Visa embarked on a year-long quest for a sonic identity, starting with more than 200 sounds, narrowing that to 20 and then testing those in a wide array of consumer research, including neuro research, to see how people’