On Brand: A Podcast About Branding For Brand Builders, By Brand Builders

“If you look at designing a brand logo in a visual form, there’s 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’s emotions.” 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. About Raja Rajamannar Raja Rajamannar is Chief Marketing & Communications Officer for Mastercard and president of the company’s 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’s 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 m