Blog

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.

Consumers increasingly expect more from today’s brands, and the implications of falling from the top spots in a category can be substantial. Beyond merely transacting, brands need to form an emotional connection with customers. Technological advances in general—and the internet and social media in particular—have made it easier than ever for brands to form meaningful relationships with customers.