A "delicate balance": Visa connects social media with its brand mission

This event report shows how Visa, the financial-services group, is leveraging social media to enhance the position of its brand.

A "delicate balance": Visa connects social media with its brand mission

Stephen WhitesideWarc

Visa needs no further convincing about the value of social media to its brand – or to its business.

"We know the more engaged a consumer is socially, the more likely they are to rank our brand higher versus our competitors," Kevin Burke, the company's cmo/core products, told delegates during a "Marketing in the Digital Age" roundtable session at the Association of National Advertisers' (ANA) 2014 Masters of Marketing conference in Orlando, Florida.

"And they're also more likely to choose a Visa-branded product over any other...

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