Building a global brand.

Marene Arnold is the marketing and communications director of Mastercard, the Netherlands. Mastercard is a technology company in the global payments business and operates a payments processing network, connecting consumers, financial institutions, merchants, governments, and businesses in more than 210 countries and territories.

In this episode, we discuss how to build a successful and recognizable brand. Marene explains why a brand is way more than the products or services you sell and why a good product is not enough.

We talk about the competencies you need to be a marketing director. And Marene shares the in’s and out’s of making good decisions on a local scale while working at a global company like Mastercard.

We also address Sonic Branding. What is it? Why is it important and how do you create a successful Sonic brand.