Singh leads Visa towards a wearable-tech revolution
While the hype surrounding wearable tech might seem to be a world away from the processes and procedures of the financial-services industry, Visa Inc. – the credit-card provider – is keen to show there is scope for the two areas to come together, both for marketing purposes and as a channel for making payments.
Shiv Singh, svp/global brand and marketing transformation at the company, told delegates at the South by Southwest Interactive Festival (SXSW) – the annual conference held in Austin, Texas – that the idea of wearable tech neatly aligns with Visa's new brand positioning, which is expressed by the tagline, "Everywhere you want to be."
"As a big global brand that has high recognition and high brand recall, we are always looking for ways for a deeper, more trusted and more emotional relationship with consumers," he said. "What matters for us is creating a relationship … where, as a brand, we are doing something unique that adds value and that makes people want to be there."