The Power of the brand

In 1997 MasterCard lacked a distinct brand image and was in need of a total repositioning. At the time it was using 15 different advertising agencies around the world and there was no consistent message or strategy.

The Power of the Brand

A best case look at a brand transformation: MasterCard's 'Priceless' campaign

Debra M. CoughlinMasterCard International, Inc

 

As MasterCard's awardwinning Priceless campaign celebrates its fiveyear anniversary this fall, its durability and enduring success continues to impress advertising industry watchers as it delights and compels consumers, encouraging them to reach for their MasterCard cards. The power of the MasterCard brand, with Priceless and its transforming effects on the MasterCard franchise, shape up to a best case study of emotionally salient, targeted advertising coordinated and integrated on a global scale.

When MasterCard surveyed the marketplace in...

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