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...