Jeannette Liendo, senior vice president for marketing and communications at Mastercard Europe, spoke about the future of brands and the use of experiential platforms and multi-sensors. In her lecture: “The Future of Brands: Leveraging Experiential Platforms and Multisensory to Breakthrough”, Liendo presented the “consumer of the future”. With this educational and stimulating lecture, Liendo helped us predict the future of brands and marketing and revealed the key values that companies should strive for when developing their products and services.
In today’s world, there are more and more devices that we carry with us everywhere and in which we have our full trust. Messages reach us in such large quantities that we are often unable to process them as they travel between several devices at the same time. “People today consume thousands of pieces of information a day and face the problem of choosing what’s relevant. They must work hard and struggle in one way or another to take away the key messages that brands deliver despite the constant flow of information,” said Jeannette Liendo in describing modern life. In her presentation, she revealed how Mastercard came up with a solution to that problem.
“In 12 months, changes took place that should have taken decades, especially when it comes to the economy and methods of payment,” began Liendo, referring to the rebranding of Mastercard, which decided to use the new situation related to the pandemic in the best possible way and increase the quality of the experience of its users through multisensory platforms. “Brands can break through this clutter while also providing a superior customer experience at every touchpoint and infusing innovation and passion at every step,” she added. Making use of all five human senses is essential for the user experience of modern customers, and with its latest rebranding Mastercard included all five – sight, hearing, taste, touch, smell. Most purchase decisions are made impulsively anyway, based on our emotions, and in the future brands will try to get even closer to the end user.
After all, “experiences are so much more important than buying and owning things, and brands that take care of that will be closer to people. The most important thing for brands is to be aware of the needs of their users, the way they spend their time, with whom they spend it, and accordingly align their business and come up with new products and services that will be above the competition in the future,” Liendo concluded.
