Business Standard

Sonic branding: How the sound of your brand can be a recipe for biz success

Global players are spending millions on creating their sonic branding. Indian companies better hurry

Visa, Mastercard and American Express miss RBI's data localisation deadline

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Sandeep Goyal
Sonic branding as AdWeek put it, is the process of “distilling a multimillion dollar brand into a few seconds of sound”.  

This is best illustrated in answering the question, have you ever heard the sound of Visa? Most would most probably say no. Well, two years ago, the brand rolled out sensory elements including sound, animation and haptic (vibration) cues to signify a completed transaction in digital and retail environments. So, while you could not ‘see’ the brand at work, you could now ‘hear’ it. The multisensory Visa branding debuted in Visa’s global advertising campaign ahead of the Olympic Winter Games

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First Published: Apr 02 2019 | 9:42 AM IST

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