Leading financial brands are donning ‘sound ids’ to gear up for a world where voice is taking over search, commerce & a brand has mere seconds to leave a lasting impression
TRANSACTION complete’ — in a world of cashless payment that has moved from swipe and insert to now even just a tap in the physical realm and different kinds of online payments, it’s the age of the multisensory. The few seconds accompanying those two words pack in a range of emotions, presenting a small window for financial brands to connect with their consumers.
This “sense of completion”, as Visa’s CMO Lynne Biggar calls it, in a “voice world”, as described by Mastercard Global CMO Raja Rajamannar, begs the all-important question, according to HSBC’s global head of advertising and marketing communications Andrea Newman — “what does a brand sound like”?
In the last two years, these are some of the brands that began a global journey looking at their brand identities, wherein sound became more critical than ever.
Sound Id: Not a Jingle Earlier this year, HSBC teamed up with worldrenowned artist JeanMichel Jarre to create a complete sound identity and sound signature. A pioneer of electronic music who has sold over 80 million records, Jarre has created various versions of the brand’s sound identity to be used for different brand moments, touch points and across multiple global platforms.
Diese Geschichte stammt aus der August 3, 2019-Ausgabe von Businessworld.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
Bereits Abonnent ? Anmelden
Diese Geschichte stammt aus der August 3, 2019-Ausgabe von Businessworld.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
Bereits Abonnent? Anmelden
MEMORIES & IMPRESSIONS
Ratan Tata was an exceptional human being. He was a visionary leader, esteemed industrialist, and a humanitarian, who left an indelible mark on India and the world.
The Robotaxi Market
The robotaxi market is shaping up to be a high-stakes battleground as tech giants and automakers race to transform urban mobility.
And the Nobel Prize Goes to AI
The recent Nobel Prize T awards to AI pioneers affiliated with Google have sparked a broader conversation about Big Tech's influence on research and the limitations of traditional prize categories.
Ola Electrified
Once considered a trailblazer in India’s electric vehicle (EV) ecosystem, Bhavish Aggarwal’s Ola Electric now faces a major accountability crisis.
Sharp Slide in Industrial Output on Eve of Deepavali
India’s index of industrial production (IIP) saw a sharp reversal in August, contracting by 0.1 per cent, in stark contrast to the 4.7 per cent growth in July, mostly because of significant contractions in mining and electricity generation.
Heralding the Solar Era with Sustainable Electrification
RAJEEV KASHYAP on the economics of solar power, the hurdles in scaling it, and much more
A WELL-GREASED MACHINE
The OmniBook X14 laptop runs on first-generation Snapdragon X Elite, which bets big on Al-enabled productivity and battery life, but falls short when it comes to overall experience, says Deep Majumdar
DO NOT LETA HEALTH CRISIS RUIN YOUR FINANCIAL HEALTH
For a family of four living in a metro, it is recommended to opt for a family floater health insurance plan with a sum insured of at least Rs 15-20 lakh
Disruption Ahead: Beyond Organisation Charts and Structures
ALBERT EINSTEIN FAMOUSLY said, “We cannot solve our problems with the same thinking we used when we created them.
Dr. Rahul Shivajirao Kadam: A Visionary Leader Blending Sustainability, Innovation, And Social Empowerment
We are on the stage of global warming, and these technologies not only help prevent further damage but also leave behind a better environment for future generations.