Quantum Marketing by Raja Rajamannar

Quantum Marketing by Raja Rajamannar

Author:Raja Rajamannar
Language: eng
Format: epub
Publisher: Harpercollins Leadership
Published: 2020-12-24T00:00:00+00:00


When this brief was given to the music agencies, I still remember the looks on their faces—total bewilderment and truly priceless expressions!

After two years of intense work with musicians, musicologists, composers, studios, and various artists, we managed to come up with just such a melody. In the words of Mike Shinoda, a terrific musician and a cofounder of Linkin Park, this melody is so simple yet so unique that a small adjustment in tempo or instrumentation immediately transports it into a different culture.

This melody is part of every one of Mastercard’s ads, as the background or foreground music. It is played at all Mastercard events and forums. We play this when people calling Mastercard offices are placed on hold. We even made ring tones out of it, literally dozens of them, that anyone can download. The melody of Mastercard has been extremely well tested to make sure that it is validated by neurological studies, which found it to be evocative: it is pleasant, it is hummable, it is memorable, and it is highly adaptable to any situation, any genre, any culture. Therefore, people can relate to it and like it in any part of the world, in any situation. It truly feels native to every situation it is put in.



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