TITLE

Getting emotional over money

AUTHOR(S)
Mortimer, Ruth
PUB. DATE
June 2006
SOURCE
Brand Strategy;Jun2006, Issue 203, p18
SOURCE TYPE
Trade Publication
DOC. TYPE
Interview
ABSTRACT
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.
ACCESSION #
21332059

 

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