By Minda Smiley

Raja Rajamannar, chief marketing officer at Mastercard, said that the brand has been forced to evolve over the past few years in order to survive in the face of what he called a ‘digital tsuanami.’

Speaking at Advertising Week New York, Rajamannar said that the company’s brand positioning used to be focused around the idea that Mastercard is “the best way to pay.”

Yet he said that consumer emotions drops when a consumer has to make a payment.

“Why do we want to associate ourselves at the lowest point of the cycle?” he said.

Over the past few years, he has helped lead the Read full story ›

Source: The Drum