Sound On: Mastercard Debuts Sonic Brand
HORIZONT - Zeitung für Marketing, Werbung und Medien is a German magazine specialized in marketing, advertising and media. As such, on their platforms, they promote relevant news from the industry. For the second year in a row, #Horizont is covering the development in the #soundbranding industry and communicating to its audience the newest brand accomplishments, beyond their visual identity.
The 2020 Best Audio Brands ranking measures brand performance against criteria including trust, recognition, engagement and efficiency.Both Mastercard and Shell have developed and successfully implemented a holistic sound identity along with a variety of digital and physical communication channels.
"I believe, long-term, only brands with a Sonic DNA based strategy will be able to truly drive successful engagement in this changing customer experience landscape."
_Michele Arnese, amp's CEO & Founder
Apple, Google and Amazon, on the other hand, have earned their rankings based on the strength of their product sounds, the use of brand voices and speech technologies (voice assistants). In contrast to the top two, however, these three brands still have room for improvement in terms of holistic sound strategy across all channels.
Read more here.
