Can marketing transcend traditional business goals and actually be a force for good? Mastercard CMO Raja Rajamannar shares how purpose-driven initiatives — like “touch cards” for the visually impaired and debit cards that let people choose how their names appear — align profit with purpose and position businesses to create meaningful, positive change. (This conversation was hosted by TED’s Whitney Pennington Rodgers.) (Recorded at TED@BCG on September 12, 2024)
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10:20 need this job app everywhere, really
Marketing genius! Advertised his company for 14 minutes and no one noticed.
great man
3:08
Absolutely useless! THIS GUY WORKS FOR MASTERCARD … they are already a massive brand built through years of advertising and now with billions worth of budget to back them! Let this guy build an international brand from zero by catering to trans people, then we'll talk!
This talk sounds intriguing! Marketing can often be seen as just a tool for businesses to drive sales, but I love the idea of it being used for good. I'm curious to hear Raja Rajamannar's perspective on how marketing can contribute positively to society and perhaps even drive social change. Looking forward to some insightful examples and strategies that shift the traditional view of marketing to something more impactful and benevolent!
Where is Art market..?
The consumer is not a moron. she is your wife. – David Ogilvy.
How it starts
1. Manifesting everything abt values
2. Business
3. How established platforms to depreciate the primes
Refection: I think, when you starts a business you need to make a plan or how will how manifest the values for your business marketing. You really need to make an action. If you really don’t know what action you do the business won’t work.
Quantum Marketing
in the past, no social media or internet. it doesn’t change time, to do the marketing. Quantum marketing is more challenging every single aspect of marketing from its foundation. We need to catch from some principles that will remain from the future.
What are the purpose?
He said that are purpose would debate are profit. It is the reason why the company exists. It is are direction. The most companies if their purpose are more profit it will more ineffective because looking at the larger look, the profit will automatically follow. If you do something good like for the economy, society, and for our planet you will earned the kind of trust for the costumers. That’s the favorite part that I learned. You need to be kind and gentle to earn your purpose, why you started a business.
What are the examples
He speaks the example of his grandmother that is blind and him and his sister help her, fast forward they went to a southwest conference, his co worker ask why dont they have a card for a blind person. It is true, how will they distinguish one card vs the other?
And he remembers his grandmother. And they stared to work on it. They made a solution like a small notch on the card so that the blind person can touch its shape and able to read it.
So with one single stroke, a small innovation, it is a big step forward. Now, they have got more than 35 countries around the world.
Market yourself
He said “Imagine a company to be a human being” so how would you want this human being to be known?
We should know how to market ourselves. We need to market ourselves based on authenticity. You can’t fake it. If you fake it, the people will see through you sometime down the line. Plus, how will you be better than the other products that out there? How will perform better? Because he asked himself, “Am I being a decent person, or am I being ruthlessly competitive?” It shows how the market attracts people more.
What an amazing lecture!!