15 Jun The world’s top-performing audio brand is a financial services company
There is no doubt that the financial industry knows how to earn money and generate profits. Financial services companies have started using audio branding to communicate with their customers.
‘Given the impact of COVID-19 around the globe, we will likely experience a new normal where physical transactions will need to make way for new, “contactless” forms of connection. That and the mass adoption of smart speakers with voice assistants enabling audio-search, command and transactional capabilities in households, has added to the spectrum of channels through which we interact with brands and is pivoting service technology firmly in the direction of audio,’ says Michele Arnese, Global CEO at amp, the company specialising in sonic identity, in the article in Global Banking & Finance Review. Sound-branding was born with radio, in which product jingles helped listeners to recall and recognise a brand. Over time, advertisers started using the audio logo and iconic music in advertisements, especially large brands such as Intel, McDonald’s, and BMW.
Above all, sonic branding helps the listener to identify the brand and recognise it. Sound builds an emotional connection with consumers; it can also significantly impact the customer experience. A sound repeated over time builds loyalty, recall and the trust of the recipient.
The Best Audio Brands study evaluates audio brands based on the full spectrum of audio touchpoints available. In 2020, Mastercard was recognised as the world’s top-performing audio brand, (72nd place in 2019) and ahead of the previous best performer – McDonald’s. Mastercard’s multichannel marketing campaign was created on strands of its sonic DNA.
How do financial service brands use audio to engage customers more effectively when they interact with a brand? Read this article and learn more.