WATCH: Mastercard Launches Sonic Brand

The launch of Mastercard’s latest product, its sonic brand, the firm’s responsibility to be at the front of innovation to ensure the brand remains the strongest and trusted brand around the globe.

This is according to Beatrice Cornacchia, senior vice president for marketing and communications for the Middle East and Africa at Mastercard, speaking to Business Report from Dubai last week, just ahead of the launch on Friday.

“The sonic brand is the new frontier. But why the sonic brand? As you know, the way in which consumers interact in this world, the physical piece of plastic is going to dramatically reduce. If you have your card on file you don’t even take your card to make your online purchase. So the touchpoint and the way to interact with your consumers change and that’s why we felt that the sonic brand was the best way to surprise and delight our consumers,” said Cornacchia.