How Mastercard is developing a multi-sensory brand - from sight and sound to taste

Mastercard, the payments company, is developing a multi-sensory strategy that will help its brand to engage consumers across numerous touchpoints.

“You can close your eyes,” insisted Greg Boosin, executive vice president, global business-to-business and product marketing at Mastercard, “but you can't close your ears.”

In what he called “visual real estate,” Boosin explained to delegates at the 2020...