Lisa McKnight, Raja Rajamannar - Building brand trust at Mattel and Mastercard - video Dailymotion

Watch Lisa McKnight, Raja Rajamannar - Building brand trust at Mattel and Mastercard - Variety on Dailymotion

Transcript

00:00We've had many years of building brand trust.

00:04You know, we are a children and family entertainment company,

00:08and so nothing is more precious to parents than the safety of their children, their well-being.

00:15So quality, safety, trust is something that's, you know, integral to everything that we do.

00:22And the way you build it is you act consistently,

00:26and you do what you say you're going to do, and you back up everything that you do in a consistent manner.

00:32And we've done that and had the privilege of doing that for eight decades across generations.

00:38Raja?

00:39Yeah, thank you.

00:40You have got geriatric brands here, 80-year-old brand, 65-year-old brand.

00:45MasterCard is 65 years old, but we are still very young,

00:48and we are the 12th most valuable brand in the world,

00:52one of the fastest-growing brands in the world.

00:54And I feel very good about it.

00:57So talking of, it's not about how old the brand is,

01:01but how concurrent and current the brand is in its manifestation.

01:06And one of those most important dimensions of manifestation is trust.

01:11And trust is so critical for the financial services category.

01:14Other than healthcare, I think these are probably the two highest where trust is most critical.

01:22And we try to constantly earn the trust and keep the trust.

01:27And I think areas, I think she has touched upon, are absolutely valid.

01:33And I would add just a couple of things to what she has already outlined.

01:37One is transparency.

01:39You need to be very transparent.

01:40You cannot be.

01:41You do once, you bait and switch, you have lost the trust.

01:45How transparent you are, how consistently transparent you are,

01:48how genuine you are, and how purpose-driven you are.

01:52If you truly follow your purpose authentically, stay course, not keep chasing the new shiny pennies,

02:01but stay course consistently delivering value to the consumers on areas that they care about

02:07is how you win trust and keep trust.