Visa has recently created a sound to “represent their brand.” Their sound creates a feeling of speed, convenience, energy, and optimism. The creation of their sound took about a year of focus groups and global research. Visa wants to use this sound to help promote their mobile payments. With more people now than ever using mobile payments, people often do not see a brand logo when they use their credit cards to check out. Visa wants customers to instead associate Visa brand with this sound that will play when customers use their Visa card to pay. Visa’s signature sound will debut in a commercial during the winter Olympics. It will feature Olympic athletes checking out using a Visa card and the new sound will play as each athlete checks out. Visa’s marketing chief Lynne Biggar notes that people are “very responsive to the use of sound” as we rely on voice assistants like Amazon’s Alexa and Google Home. Visa will implement its new sound in early 2018.
Visa’s new sound will give greater brand presence as customers go to check out. This will make the brand seem more reputable and increase visibility. People will associate Visa with the emotions that their signature sound brings about. Making the brand as a whole seem convenient, fast, optimistic, and energetic. Publicity surrounding Visa’s new sound will give the brand increased visibility. More credit card companies may evolve and begin to implement this idea.
By: Megan McKee
https://www.wsj.com/articles/visa-spent-a-year-developing-a-signature-sound-1512644401
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