“Regardless of tectonic modifications within the client panorama, it stays equally related immediately,” he stated on the time. “As soon as you discover your reality, the secret’s to adapt the manifestation appropriately to the present setting.”
2. Multisensory Advertising and marketing
One in all Rajamannar’s boldest strikes got here in 2019, when he removed Mastercard’s name from its logo, leaving solely two interlocking circles.
“Reinvention within the digital age calls for contemporary simplicity,” he stated on the time, including the corporate “felt able to take this subsequent step” in its model evolution.
In the identical yr, Mastercard debuted a sonic logo, a singular 1.3-second sequence of notes introduced at checkout. Mastercard stated the chime had boosted belief and made prospects 80% extra more likely to return to a service provider using the sound.
A Mastercard album followed in 2022, then in 2024, Mastercard announced during Brandweek that it was launching a haptic logo, a particular collection of vibrations that prospects can really feel by way of their cellphone when purchasing on-line or utilizing a fee terminal.
Rajamannar stated the innovation represented a “new frontier” for advertising and marketing. “We’re actually defining a brand new boundary and area altogether,” he stated, including that the tactile branding has pushed a factors improve in buyer satisfaction inside the tune of the “excessive teenagers to low 20s.”
3. Bringing Function to ‘Priceless’
