The Next Evolution in Multisensory Marketing: Haptic Branding

Here's a fun fact that might surprise you: we only remember about 5% of what we see, but a whopping 35% of what we smell. Pretty wild, right? It just goes to show that when brands tap into multiple senses, they're not just making noise - they're creating experiences that stick with us long after the ad fades from our screens.

Let's face it, we're all drowning in a sea of ads these days. Our attention spans are shrinking faster than a wool sweater in hot water, and marketers are scrambling to keep up. But here's the thing: even the cleverest, most eye-catching ad campaign might not cut it anymore. We need to think bigger. Instead of just telling stories about products, what if we could create experiences that speak to our senses on a deeper level? That's where multisensory marketing comes in. It's not just about what we see or hear anymore - it's about what we smell, taste, and touch too. When done right, it's like hitting all the buttons in our brains at once, creating a connection that's hard to ignore and even harder to forget.

Why This Matters to Marketers

Think about it: we're bombarded by sensory input all day, every day. If brands are only speaking to our eyes and ears, they're missing out on a whole world of connection. It's like trying to win a race with one hand tied behind your back.

And here's the kicker: technology is changing the game. Take virtual reality (VR), for instance. It's not just for gamers anymore. A recent YouGov survey showed that the number of US adults interested in shopping with VR jumped from 14% to 21% in just one year. That's a huge leap! Consumers are starting to expect these immersive, multisensory experiences, and smart brands are taking notice.

Let me share a little behind-the-scenes story. More than five years ago, we embarked on our multisensory journey to break through the advertising clutter and connect with consumers in both digital and physical spaces. Our first key milestone was the decision to remove "Mastercard" from our logo, evolving into a symbol brand represented by our iconic red and yellow overlapping circles. The ability to identify our brand based only on colors and shapes establishes a connection with consumers that can't be done with more traditional marketing tactics.

Removing the name from our logo appealed to visual memory, but we realized the potential of going further—to reach people beyond the visual and to paint with a palette of all five senses.Shortly after, we introduced sonic branding, which has become crucial in voice-first environments like smart speakers and wearables. In audio-only spaces, where visuals don’t exist, sound is key to creating an impact. Our sonic DNA isn’t just a simple jingle or mnemonic. It is a scientifically constructed architecture that is recognizable, adaptable and non-intrusive. It manifests in many ways, including as a melody, a sonic signature, and even a transaction sound. This allows us to maintain seamless identity across contexts where branding doesn't normally exist.

Removing the name from our logo appealed to visual memory, but we realized the potential of going further—to reach people beyond the visual and to paint with a palette of all five senses.Shortly after, we introduced sonic branding, which has become crucial in voice-first environments like smart speakers and wearables. In audio-only spaces, where visuals don’t exist, sound is key to creating an impact. Our sonic DNA isn’t just a simple jingle or mnemonic. It is a scientifically constructed architecture that is recognizable, adaptable and non-intrusive. It includes a melody, sonic signature, and transaction sound. This allows us to maintain seamless identity across contexts where branding doesn't normally exist.

https://www.mastercard.com/news/perspectives/2024/inside-the-science-and-success-of-sound/ ?

Building on this, we expanded into the other senses, launching brand-specific scents and curating experiences through taste—such as our global restaurants. We also introduced the Touch Card feature, a distinct series of notches that helps individuals who are blind or partially sighted easily identify the card’s type and orientation. This simple yet meaningful solution exemplifies how multisensory branding can open incredible avenues for improving accessibility.

The latest advancement in our multisensory approach is haptic. Haptic, or touch-based feedback, offers consumers tactile confirmation through brand-specific vibrations. These vibrations are designed to align with our sonic DNA, further enhancing brand recognition in a simple, almost instinctive way. As touchless mobile shopping becomes more common, haptic feedback adds an additional layer of confidence, and adds a branding touch point as people keep their cards in their wallets.

My Take:

Multisensory marketing must continually evolve to push new boundaries and strengthen the connection between consumers and brands. Our ongoing journey to make our brand tangible through all five senses has allowed us to have a presence on platforms and devices that were unimaginable just a few years ago.

?Branding will continue to adapt in response to emerging technologies. For example, we’ve introduced brand gestures in AI chatbot interactions, signaling actions such as "I am thinking" or "I need clarification."

And have also recently launched an AI-enabled Sonic Station at Mastercard that allows our internal network of creators to seamlessly find the perfect sonic DNA for their needs. These innovations show how branding can evolve beyond traditional methods into innovative, multisensorial ones.

?https://www.youtube.com/watch?v=DkGzYwVq6oY

By engaging consumers through multiple senses, brands create a multi-dimensional identity that truly stands out. Whether through sight, sound, or touch, multisensory marketing deepens emotional connections, making a far more lasting impression than conventional approaches ever could.

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