In the latest development, Linkin Park’s Mike Shinoda has created a new sonic identity for credit giant MasterCard. The new sonic identity will be released during the Grammys and the Brit Awards later this year. The new melody will be integrated into all of their card environments such as physical, digital and voice transactions. The credit giant also changes itself from a name on the logo brand to a logo only brand showing their inclination towards adopting subtle sophisticated nudges instead of the traditional branding techniques. With the increase in digital payments industry and competition in the market, it has become important now more than ever to adopt new and innovative ways of brand recall and goodwill.
Sounds add a powerful new dimension to MasterCard’s brand identity and a critical component of how people recognize MasterCard today and in the future. “We set out an ambitious goal to produce the MasterCard melody in a way that’s distinct and authentic, yet adaptable globally and across genres,” said Raja Rajamannar, chief marketing and communications officer, MasterCard.
The company recently introduced a new payment protocol that relies on deep learning to authenticate purchases in a bid to decrease the false positives, fraudulent transactions and faster approval to boot. The company partnered with Europay and Visa to create a new safer version of the three domain secure (3DS) protocol that has been in place for a long time. The new 3D-secure 2.0 utilizes up to 150 different data fields in its algorithmic decision-making processes. The new AI-powered technology is 10X more complex and secure than previous methods fed into the automated systems.
The new AI enabled method will enable banks to collect new and more detailed information such as:
- Whether a buyer has authenticated themselves into the merchant’s environment.
- Bill-to and ship-to addresses, and whether the buyer has used them before;
- A track record of the buyer’s previous purchases;
- Whether expedited shipping has been used of not;
- The IP address of the computer where the purchase is originated from;
- The time of the day of purchase;
- Whether the device owner’s gestures match historical patterns;
Among other data sets being collected simultaneously to better map and managed security of digital transactions.
The new brand identity has been carefully created to convey the futuristic vision that MasterCard has for financial technology. The tune will also assist customers when they use MasterCard on voice assistants such as Amazon Alexa, with the MasterCard branding team looking ahead of the curve and the AI-driven innovations that the company is introducing in traditional banking process the future financial technology space is bound to see a major change both brand wise and technology wise.