The world proceeds to modify at an improbable pace influencing everything around us – including how consumers associate with brands. The IoT, 5G, AI, wearables and the rise of voice technologies are pushing the boundaries of what we can see and hear, leading us to more personalized, immersive and sensory-driven experiences.
Reimaging how the senses – sight, sound, smell, taste and touch – can play a role in branding opens up new opportunities and dimensions of how the world interacts with brands. Mastercard Chief Marketing and Communications Officer Raja Rajamannar, takes to the Cannes Lions Debussy Stage on Tuesday, June 18 to share the rationale behind the company’s multisensory brand reinvention – including its move to become a symbol brand and the launch of its sonic identity — and why every brand marketer needs to rethink their brand strategy for the digital age.
Renowned Chinese concert pianist and composer Lang Lang will join Rajamannar on stage for a special performance to demonstrate the power of sound.
“Multisensory brand expressions are going to play an unprecedented role in our lives, and I am thrilled to have Lang Lang join me at Cannes Lions to remind and inspire us all to rethink what is possible,” Rajamannar said. “If a brand appropriately connects with consumers using all five senses they will really be able to genuinely get in the hearts and minds of people.”
In addition to Tuesday’s mainstage presentation, Mastercard will be present in a number of important discussions around gender equality and data & technology. Full schedule below:
Monday, June 17
- 2:15 p.m. – 2:45 p.m.: Panel, ANA #SeeHerInSports at the Martinez Hotel
Tuesday, June 18
- 2:45 p.m. – 3:15 p.m.: Presentation, Mastering Transformation and the Quest for Multisensory Brand Reinvention at the Debussy Theatre
Thursday, June 20
- 2:35 p.m. – 3:05 p.m.: Presentation, CMO Growth Council Deep Dive: Data & Technology at the Palais II Main Stage