Lights. Camera. Action.

The excitement of the big screen is unlike any other. For audiences, it’s the anticipation of a great, visceral pleasure. For the cast and crew, it’s the culmination of incredibly hard work. And for the creators, it’s the realization of a vision – a tangible representation of an objective years in the making. 

Our multisensory brand strategy at Mastercard is just that: a vision, a mission, a purpose. For me personally it’s been a labor of love, and my team around the world has shown unwavering dedication, ingenuity and collaboration. And that’s why it’s incredibly humbling and rewarding to be ranked 10 on the BrandZ™ Top 100 Most Valuable Global Brands 2020 list.

Our journey started years ago, when we made the shift from product marketing to experiential marketing. Brands must connect with consumers emotionally. To build trust, loyalty and affinity with consumers – who at least in the U.S. see an average of 5,000 ads a day and have an attention span of only 8 second – the connection has to be so much deeper and more meaningful than just a set of words or images. And these engagements should span across all touchpoints – not just through advertising, but every point of interaction between consumers and brands.

For Mastercard, that vision propelled some very significant changes to our brand identity. In early 2019, we dropped our name from our logo, a move towards modern simplicity. We maintained the red and yellow interlocking circles, the hallmark of the Mastercard brand for more than 50 years. The visual cue has become synonymous with our promise to connect people to Priceless possibilities.

Shortly after, we debuted Mastercard’s sonic brand identity. This comprehensive sound architecture is a distinct and memorable melody that creates a simple sensory connection to Mastercard. Wherever they are across the globe - in the physical world, the digital world, or somewhere in between – our new sound reminds people they can trust their transactions are safe and secure.

I guess you can say we’re producing a franchise; some productions have already aired while others are still in the making. And to be recognized by BrandZ is not only a tremendous honor, but a good reminder that with a strategy that is solid and efforts that are bold, there are countless ways to share our story.