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Mastercard: From Telling Stories to Tasting Them

Mastercard seeks to build out a “brand DNA” that customers can see, hear, and now taste. CMO, Raja Rajamanner’s marketing team has been busy making some bold moves.

The importance of the corporate brand has become increasingly evident in the world of advertising. According to Kantar Media, corporate brand advertising rose 17 percent in 2012 when compared with the previous year, even though total ad spending rose just 3 percent.

The Proliferation of Choice

In the early days of brand management, there were fewer options in the market across the board—fewer categories, fewer brands within those categories, and fewer alternatives within any given brand. Today more competitors are going to market with more brands than ever before. A more crowded and competitive marketplace makes it infinitely harder for brands to stand out from the pack.