On the sidelines of the Cannes Lions Festival of Creativity, Brand Equity met with one of the key entrepreneurs shifting at the sector’s biggest advertising and advertising enterprise — Raja Rajamannar, leader of advertising and communications officer and president of the healthcare business for Mastercard. Edited excerpts from a distinct interview with Amit Bapna:
What’s your view on the potential of the Indian market and Mastercard’s brand play right here?
The possibility is massive here in India; however, we are at the beginning. We are extraordinarily devoted to making it a success. We recently were given into tier-2 cities for the primary time with our logo marketing campaign with MS Dhoni. We have recognized ten regions of passion factors that human beings care about. We are trying to determine what kind of ardor factors paintings maximum in India, and we can get deeper into each. Cricket, Bollywood, and music would be the three identified factors in India.
One of the emblem’s largest assets, the logo, was dramatically altered earlier this 12 months. What satisfied you that it was the proper selection?
It became a nicely considered selection; I had thought about it for two years. Our research in more than 26 international locations confirmed that 80% of human beings regarded the logo without the call but simply the logo. That gave us self-assurance. The different cause is that we need a lifestyle logo and no longer a credit card logo. Removing the logo helps in that route, too. We have released our first eating place, Bistro, using a Mastercard at Rome airport.
We are launching the second eating place in upscale Manhattan (New York City). We are curating studies that show that cash can’t be purchased. Two months ago, we released Sonic branding across the globe. We have created 20 distinctive variations, and by the end of the year, we will have 200 variations. At Mastercard, you’ve made new logo protection and threat control roles within the marketing function. How well is this approach working, and might this be the way for categories?
There are limitless factors that might be rising that affect the reputation of a logo.
One unwell-worded tweet or a wrongly timed campaign should have a long-lasting effect on the photograph.
Marketers have to always look for any viable opportunity for their boards. This isn’t the best way to ensure the logo isn’t seen in an undesired place. A more holistic approach is needed to identify and address any risk before it becomes challenging. To guard the picture, we can ban a platform or pay a top rate to leverage it.
We don’t view risk as a four-letter phrase. We’re embracing it and bringing the hazard discipline to the vanguard of all decision-making, planning, resource allocation, and execution. The new roles and responsibilities around hazard management cross beyond logo protection to include logo health and visibility, logo reputation, information privacy and safety, compliance, and organizational education in those regions. The technique has helped the emblem make informed choices. This is the manner ahead for future marketing corporations.
How important is the safety of consumers’ facts and privacy in brand construction nowadays?
Every marketer must understand that he’s a patron himself. Think about your very own options and how you want to be treated. The core tenets of GDPR—responsibility, transparency, consent, and personal rights—are principles every marketer should consider as they expand and activate programs. With the rise in the number of related gadgets, it may be vital to shield the digital ecosystem. We recognize that earning and preserving the consideration of our clients, cardholders, and purchasers is important for our future.
