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Embrace disruption or become history, says Mastercard global CMO Raja Rajamannar | Analysis – Campaign Asia

Embrace disruption or become history, says Mastercard global CMO Raja Rajamannar | Analysis – Campaign Asia

Close your eyes and imagine what a brand tastes like. No, not McDonald’s or KFC or Pizza Hut, but a financial services brand. Or stare at its wordless logo and guess the name. Try thinking beyond the big leagues of Nike, Starbucks or Apple. A brand so ubiquitous and so deeply intertwined in popular culture, that consumers recognise it by hearing the six-note tune after every transaction. That’s Mastercard for you, and its ambition to de-emphasise from the traditional and pivot from the polluted digital environment. To ostensibly align with a sleeker and more streamlined approach to modern economy. To see all… 

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