News

Shazam rebranding strategy seeks to convey product diversity

The company believes that a consolidated brand identity and new tagline will help it to position itself for future growth.

November 25, 2014

As part of a multistage brand integration strategy, the Shazam Network has announced that it will retire its Cardinal Software logo. The company said in a news release that it will change the name of its software arm to Shazam Core Services He Shazam has no plans to change the Cardinal products or support staff, according to a news release.

Shazam also has unveiled a new company tagline: Delivering Unlimited Possibilities.

"This brand integration more effectively positions the Shazam Network for growth," said Shazam president and COO Paul Waltz. "Although many understand Shazam is more than a debit network, we have an opportunity to better communicate the choice, flexibility and diversified value we provide to our members and participants."

Debit processing was the primary business for Shazam when it was founded nearly 40 years ago. Over time, the network has evolved to offer several different products and services, including ACH, ATM, core processing, marketing, merchant services, fraud management and mobile technology with products such as Shazam Bolts. The 2010 acquisition of Cardinal Software was a strategic decision to support the company's expanding value proposition.

"Shazam's new tagline, Delivering Unlimited Possibilities, speaks to our belief that as one of the last member-owned and -controlled networks, it's our responsibility to continue offering choice and flexibility," said company CEO Mike Hollinger. "Creating choice and flexibility in products and services for all community banks and credit unions is what differentiates us from our competition and allows our customers to better compete in the marketplace."