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Tag: MOGO

  • Sonic branding in practice: A deep dive into the process of creating ‘MOGO’ for leading brands

    Sonic branding in practice: A deep dive into the process of creating ‘MOGO’ for leading brands

    At BrandMusiq, we harness the transformative power of sound to create sonic identities that align with a brand’s core essence and resonate with its audience. Our strategic, industry-spanning process customizes to each brand, mapping customer journeys to identify unique touchpoints, or “earpoints.”

    The MOGO is the sonic summation of a brand’s persona. Musicality is crucial to evoke the desired expressions, which is why we call it a musical logo and not just an audio or sonic logo. What we create is a comprehensive sonic identity system, much like a visual identity but for the auditory senses.

    MUSE: The heart of sonic branding

    Our process, anchored by MUSE (musical strategy exercise), combines Western psychology, Indian classical arts, and modern audio science. This intricate process helps us distill a brand’s essence into a universal sonic palette.

    Step 1: Brand discovery

    In a two–three hour collaborative session, we explore the brand’s DNA, persona, and the emotions it aims to express through sound.

    Step 2: Sonic mapping

    Transitioning from abstract concepts to tangible sounds can be challenging. To bridge this gap, we develop sonic moodboards—audio sketches that help clients identify their brand’s sound zone, ensuring the musical direction aligns with the brand’s persona.

    Step 3: Unveiling the MOGOSCAPE and MOGO

    The culmination of our process is the creation of the master sonic identity of the brand, comprising MOGOSCAPE, MOGO and mini-MOGO. In the digital age, music and sound are as crucial as visual elements in defining a brand’s identity. The MOGOSCAPE, a 60–90 second sound palette, serves as the brand’s sonic backdrop, embedded within which is the MOGO—a concise, distinctive sound signature that captures the brand’s essence in a three second audio cue.

    After finalizing the master sonic identity, we work with our clients to understand the consumer journey and map the various earpoints—audio touchpoints—where the sound will be integrated. This approach creates more opportunities for the brand to be heard, ensuring a consistent and cohesive sonic presence. The MOGOSCAPE allows for content customization, enabling the creation of fresh and new adaptations, all derived from the master sound.

    Sonic identity system: MOGOSCAPE, MOGO, and Mini-MOGO

    Our sonic identity system comprises three main components:

    1. MOGOSCAPE: This 60–90 second sonic palette acts like a visual color scheme for the brand, encompassing various tones and musical elements that capture the brand’s essence.

    2. MOGO: The musical logo, a three-second sound signature, strengthens brand memory and evokes core values and emotions.

    3. Mini-MOGO: A 1.5-second audio cue used for notifications and alerts in digital interfaces, reinforcing the brand’s aural identity in everyday interactions.

    These elements help create a unique sound identity, enhance brand awareness, and foster deeper emotional connections with customers across various touchpoints.

    Real-world applications

    After completing the sonic identity, we create versions or adaptations to suit specific earpoints (or audio touchpoints) and the content theme.

    ·      Vivo: For the in-phone product integration, the ringtone and notification sounds were designed to have a digital feel while maintaining consistency by using the same melodic framework as the MOGO.

    ·      Air India Express: Created an in-flight version of the Air India Express sonic identity to evoke a sense of calm and peace.

    ·      Infosys: Developed unique sonic branding for digital videos, events, and merchandise, tailored to each theme and content.

    ·      HDFC: Implemented a pioneering sonic integration by incorporating the MOGO across all ATMs nationwide, signaling the successful completion of transactions.

    ·      Zomato: Developed sonic navigation cues to provide users with intuitive and engaging alerts throughout the order and delivery process.

    ·      Federal Bank: Established a pan-India presence for Federal Bank by creating versions of the sonic identity for various Indian festivals, reinforcing the brand’s cultural connection and celebratory spirit.

    The power of sonic branding

    Sound reaches the human brain 20 times faster than visuals, enhancing customer immersion and engagement by up to 86 per cent. Research shows that music can improve brand recognition by 46 per cent, and 41 per cent of consumers believe sound is a key element of brand communication. Furthermore, 74 per cent of young adults feel more emotionally connected to a brand thanks to music. With the rise of voice-enabled technology and a global resurgence in audio consumption, there has never been a better time to integrate sonic branding into your brand strategy.

    At BrandMusiq, we transform brand identities from cognitive recognition to emotional connection, ensuring that your brand’s sound is not just heard, but felt. Thanks.

    The article has been authored by BrandMusiq founder and soundsmith Rajeev Raja.

  • Federal Bank recreates their sonic identity for this World Music Day

    Federal Bank recreates their sonic identity for this World Music Day

    Mumbai: Federal Bank, a pioneer in digital banking, proudly announces the launch of its captivating corporate anthem for this World Music Day, a harmonious blend of technology and human spirit. This anthem, performed by a talented ensemble of employees collaborating from various branches and offices from across the country.

    The corporate anthem, an adaptation of the iconic musical logo (MOGO), composed by BrandMusiq, resonates with the Bank’s core values and ethos. “Sacha Hai Dil ka ye Rishta…”— is a heartfelt ode to the enduring relationships the Bank shares with its customers, employees, stakeholders and amongst themselves. Adapted across seven different languages, the essence is undiluted and yet distilled.

    Federal Bank’s CMO M V S Murthy echoed the Bank stating, “We are very proud of the talent all our colleagues collectively bring in at Federal Bank. This anthem is not just a testimony to their prodigious growing up but also reflective of the culture which allows personal talent to find its way through the labyrinthine hierarchies of the corporate world.”

    Federal Bank’s musical logo (MOGO) is the sonic essence of the brand created by Brand Musiq in 2020 which in musical terms evokes the core values, emotions, and persona of the organization. Over the last 4 years, the Bank has released 14 different genres of the Musical Logo to celebrate the festive and cultural nuances with a Federal touch.

    In the year 2022, for World Music Day, the Bank had launched a music campaign celebrating the symphony of sounds that the customers are accustomed to hearing at a bank branch or on their banking devices. The tones made by ATM, the whirr of cash being dispensed, the payment completion tone in the Mobile Banking App, the sound of a passbook printer, the click of locks at the vault, etc. were fused with the Bank’s sonic identity to underline the brand’s positioning of ‘Digital at the Fore. Human at the Core’.

    This year the brand’s anthem key highlights include:

    1 Unity in diversity: Employees from diverse backgrounds, spanning from executive to junior levels, united their voices and instruments to create this melodic masterpiece.

    2 Digital innovation: The anthem seamlessly weaves the Bank’s digital sonic identity with the warmth of human voices, embodying the motto: ‘Digital at the Fore. Human at the Core.’

    3 Lyrical MOGO: With verses in seven Indian languages, the anthem celebrates team spirit, authenticity, and progress.

    4 Youthful energy: The anthem reflects the Bank’s youthful dynamism and progressive outlook.

    5 The theme of the lyrical MOGO is team spirit, authenticity, digital progression and above all, the warmth of relationships. The brand leverages music as a unifying factor to convey the spirit of togetherness. The anthem represents the brand’s youthfulness, energy, progressiveness, and unity of the Federal fraternity.