MasterCard's Sonic Branding; Are we in the age of sensory marketing?
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“The connection between our senses and our brain is direct. Marketers who build sensory features into their products, services, and marketing can appeal directly to the emotions and stored memories in their customers.” — Rodger Dooley, Brainfluence
MasterCard has divided the marketing community with it’s newly unveiled “sonic branding”. Some have been watching trends lead towards this moment, and wondered which brands would be the new wave of sound innovators. The rest are less impressed with the audio, referencing early adopters of audio marketing from decades before.
It’s true, sonic marketing is no new concept. Major players in the branding game have long since adopted sound. Think about these few iconic noises produced across various industries;
- Microsoft start up and shut down sounds
- iPhone default text message alert
- Disney opening credits tune
- Facebook messenger notifications
- McDonald’s “I’m loving it” jingle
- Nokia default ring tone
- MGM lion’s roar
Throughout the ages, audio branding has been dubbed many things, from jingle to audio signature to brand sound. What we call it isn’t that important. In the past, brands who adopted an auditory element, and were successful, were lucky. Their successes were based on the guess work of forward-thinking minds. Now, thanks to neuromarketing, we are starting to truly understand, not just the what and how, but also the real why of sensory impact on the mind, both conscious and subconscious. We are now able to connect the dots of sensory outputs, such as sound, with brain activity. We can see which areas are, or aren’t, stimulated and to what extent. Ultimately, we currently have a deeper insight, than ever before, as to how sensory branding can relate to memory and emotions.
Despite the impending success or failure of MasterCard’s attempt to incorporate sound into its branding, one thing is for sure… They understand that in order to engage their audiences, and have a lasting impact, visual branding simply isn’t enough. Other sensory stimuli need to take place in order to build on brand loyalty and recognition. The blow out from the announcement may signify a turning point for the marketing industry. Are we experiencing the start of a sensory boom in marketing?
