Brands: Visa, Now heard Everywhere, they hope

-WSJ
What’s in a sound? For Visa’s marketing department, it’s the culmination of a year’s work to decide on a less-than-a-second noise that will signal “speed and convenience.” CMO Today’s Alex Bruell reports that Visa is about to roll out a signature sound that people will hear every time they make a payment through their mobile phones or at a cash register. (To me, it sounds like an audio version of a computer error message, but what do I know?) 

A “unique” vibration and animation for Visa’s logo are on the way, too. Having an audio logo has become particularly important for the payments company as consumers conduct more mobile purchases, meaning they are less frequently seeing the Visa brand mark on credit cards or cash registers at the checkout. The company is hoping the audio cue will serve as a reminder that Visa facilitated their payments. As the use of voice technology grows, where brands have a limited, often screenless environment to present themselves to consumers, look out for more marketers redefining their sonic branding.