Visa taps the power of sensory branding

Visa, the payments company, is using sensory branding to reach consumers in new ways.

Visa faces a major point-of-sale marketing challenge as more transactions are completed using smartphones rather than plastic cards.

Kimberly Kadlec, SVP, Visa

The brand’s logo currently is featured on 3.3 billion cards around the world, and subsequently has come to represent a valued trust-mark for making secure payments at over 46 million merchant locations in more than 200 countries.

But the growth of mobile payments – with research firm Ovum predicting the international user base for these services will increase from 2.8 billion this year to 9.1 billion in 2021, while transaction values leap from $11.9 billion to $65.7 billion...

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