Visa aims to become a "liquid" brand

This event report covers Visa's attempts to become a "liquid" brand that extends well beyond debit and credit cards to meet the growing demand for digital payments across various channels.

Visa aims to become a "liquid" brand

Stephen WhitesideWarc

For years, Visa's brand has been epitomised by the plastic debit and credit cards sitting in a customer's wallet.

But just as the payments universe has expanded to incorporate technologies such as near field communication, smartphone apps and wearable devices like connected watches, so the organisation is rolling out a new set of solutions that reflect the increasingly flexible ways in which people can complete transactions.

"We are sitting back and thinking about Visa as a 'liquid' brand," Chris Curtin, the company's chief brand/innovation officer, informed delegates at the BrandZ...

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