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Does “brand purpose”—the notion of marketers expressing clear support for values like diversity, equity and inclusion as a way of demonstrating what a marketer stands for—still hold sway over consumers? In this moment of economic anxiety, aren’t price and performance the only things a brand needs to nail down?
It might come as a surprise that the brand with the tagline “priceless” is still looking at connecting with consumers around nebulous notions of empathy and experience.
Still, performance and branding are not either/or goals, says Raja Rajamannar, the chief marketing and communications officer and president, healthcare business at Mastercard.
In this CMO Moves episode, Rajamannar explains why Mastercard’s multi-sensory marketing programs satisfy the continuing consumer expectations for inclusion while proving valuable to its retail partners. Lastly, Rajamannar discusses how marketers can attract and retain top talent.
Stream the below, listen and subscribe on Apple Podcasts or find it on Spotify.