Getting emotional over money

Mortimer, Ruth
June 2006
Brand Strategy;Jun2006, Issue 203, p18
Trade Publication
The article presents an interview with Joe Clift, senior vice president and head of brand management of Visa Europe on why Visa is using emotion as part of the brand's communications. According to Clift, trust is the heart of the Visa and people trust that it works and will be accepted everywhere. Visa is different from other brands, in the sense that are owned by Member banks, which issue the Visa cards.


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