By Beatrice Cornacchia, SVP Marketing and Communications MEA, Mastercard
We live in a time where consumers know what they want and are driven by a set of unique values, which determine which brands they interact with. We’ve seen consumer behaviors change exponentially – they know what they like and want – and look for brands with similar values which they can connect with. For that reason, Brands need to be more dynamic and engaging than ever before. They also need to be more sensitive to what consumers are looking for by establishing personal connections to resonate with consumers on an emotional level.
In my years at Mastercard, I’ve seen the concept of connecting with consumers ev
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