Multisensory branding is gaining traction in business schools and among major branding firms. Mastercard is leading the way by engaging customers' five senses to represent its brand. The company is opening restaurants, selling perfumes, and creating cocktails in its signature colors while also playing a signature tune at cash registers. The Mastercard logo has been redesigned to be more symbolic, and the company has introduced new products like touch cards for the visually impaired.