Mastercard Launches First Music Single At CES, And CMO Raja Rajamannar Doubles Down On Sonic Branding [Forbes]
Mastercard Incorporated (MA)
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Source: Forbes
Raja Rajamannar grew up surrounded by music. His mother and two older sisters sang, while his father played the tabla, an Indian percussion instrument. Rajamannar, meanwhile, received two-and-a-half years of instruction in Carnatic, a genre of classical Indian music, using the veena, a traditional string instrument. What he claims he lacked in musical talent he made up for with an ingrained “sensitivity” to music, that, as chief marketing and communications officer at Mastercard, he’s harnessing in his sonic-branding strategy, unveiled less than a year ago. Today at the Consumer Electronics Show in Las Vegas, the global payments technology company revealed what Rajamannar calls the fourth step in a 10-step overall audio initiative The track incorporates the core sonic melody that was launched 10 months ago as part of the brand initiative, driven by Rajamannar, and that moves Mastercard brand definition from a purely visual construct to an audio one, something the marketing chief empha
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