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b'\\u201cIf you look at designing a brand logo in a visual form, there\\u2019s an infinite amount of material. With sonic branding, you have no choice but to create your own playbook. You need to understand the impact that sound has on people\\u2019s emotions.\\u201d Sonic branding was one of the many marketing and media disruptions I discussed this week with Raja Rajamannar, Chief Marketing & Communications Officer for Mastercard and author of the new book Quantum Marketing.\\nAbout Raja Rajamannar\\nRaja Rajamannar is Chief Marketing & Communications Officer for Mastercard and president of the company\\u2019s healthcare business. He also serves as president of the World Federation of Advertisers. With more than 30 years as a global executive, Raja has held C-level roles at firms ranging from Anthem to Humana and has overseen the successful evolution of Mastercard\\u2019s identity for the digital age, from its Priceless experiential platforms to marketing-led business models. His work has been featured by Harvard Business School and Yale School of management case studies and taught at more than 40 top management schools around the world. Raja earned an MBA from the Indian Institute of Management and a Bachelor of Technology degree from Omania University. He\\u2019s also the author of the new book Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow\\u2019s Consumers.\\nEpisode Highlights\\n\\u201cThis has been the most disruptive year for every single company including Mastercard.\\u201d And every sector that Mastercard works with has been affected differently. For example, e-commerce has been booming while airlines have frozen. \\u201cWhen revenue is under pressure, marketing dollars are restrained.\\u201d\\nWith smart speakers, we have to get past the tech and embrace sonic branding. \\u201cIf you look at designing a brand logo in a visual form, there\\u2019s an infinite amount of material. With sonic branding, you have no choice but to create your own playbook. You need to understand the impact that sound has on people\\u2019s emotions.\\u201d As Raja points out, Alexa and Google only know the top brands. \\u201cYou have to get past these new gatekeepers and influencers.\\u201d\\nSpeaking of visual brand identity, what went into dropping the brand name from the Mastercard logo? \\u201cWe did a lot of research and testing first,\\u201d Raja shared. First, they answered the question of why they were proposing this. \\u201cThe space for our brands to show up today\\u2014mostly digital screens\\u2014is getting smaller and smaller.\\u201d They also tested who could identify the brand without the words and found that 84% globally could still identify Mastercard.\\nWhat brand has made Raja smile recently? Raja told us a tale of how Burger King made him smile by embracing another disruptive technology\\u2014geofencing\\u2014to poke at their competitor McDonalds.\\nTo learn more, go to quantummarketing.com and connect with Raja on LinkedIn.\\nAs We Wrap \\u2026\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\nOn Brand is sponsored by my book\\xa0Brand Now.\\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\\xa0Order now and get special digital extras.\\xa0Learn more.\\n\\n\\nSubscribe to the podcast\\xa0\\u2013 You can subscribe to the show via\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn, and\\xa0RSS.\\n\\n\\nRate and review the show\\xa0\\u2013 If you like what you\\u2019re hearing, head over to\\xa0Apple Podcasts\\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast?\\xa0Need a quick tutorial on leaving a rating/review in iTunes?\\xa0Check this out.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'