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All Rights Reserved.",{"enabled":28,"complete":28,"capacity":233,"label":44,"stale":35,"items":234},4,[235,241,245,249],{"contentId":236,"contentType":237,"label":238,"href":239,"source":240},"6MHbMLocipfho9cm5jLxHM","article","AI Economic Impact by 2030","\u002Farticles\u002Fthe-economic-scenarios-of-transformative-ai-a-wide-range-of-possibilities-for-jobs-and-gdp-by-2030","algolia",{"contentId":242,"contentType":237,"label":243,"href":244,"source":240},"3IO50DiUrQm8ML20joajCL","Defense Innovation at Darden","\u002Farticles\u002Fthe-business-of-national-defense-is-changing-so-is-the-classroom",{"contentId":246,"contentType":237,"label":247,"href":248,"source":240},"23Pz69HrBYAP3sxJeeaNpU","Hiba Anwar’s Fellowship","\u002Farticles\u002Fhiba-anwar-freeland-franklin-fellowship",{"contentId":250,"contentType":237,"label":251,"href":252,"source":240},"2GBmzAadCKzwTWJggqmArB","Christopher Fuller Named CMCO","\u002Farticles\u002Fchristopher-fuller-named-chief-marketing-and-communications-officer-at-uva-darden",{"path":254,"template":255,"content":256,"context":507},"\u002Farticles\u002Fmastercard-cmo-sensory-future","articlePage",{"id":257,"title":258,"slug":259,"path":254,"modifiedAt":260,"summary":261,"publishedDate":266,"topics":269,"authors":274,"insightsFrom":275,"topper":276,"bodyBlocks":285,"outro":462,"seo":499},"legacy-article-5188","Mastercard CMO Shares Sensory Marketing Strategy With UVA Darden Students","mastercard-cmo-sensory-future","2026-09-24T22:04:51.484Z",{"plainText":262,"inlines":263},"Mastercard Chief Marketing and Communications Officer Raja Rajamannar recently spoke in Darden Professor Luca Cian’s “Consumer Behavior” class.",[264],{"type":265,"value":262},"text",{"display":267,"dateTime":268},"05 May 2020","2020-05-05T19:04:24.000Z",[270],{"id":271,"label":272,"href":273},"finance-investing","Finance & 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ranging from consolidating a sprawling family of logos into a single digitally optimized presentation of the two interlocking Mastercard circles to putting significant resources into creating a 30 second ",[],{"type":307,"value":419,"href":420,"external":28,"marks":421},"melody","https:\u002F\u002Fmastercardcontentexchange.com\u002Fnewsroom\u002Fpress-releases\u002F2019\u002Ffebruary\u002Fsound-on-mastercard-debuts-sonic-brand\u002F",[],{"type":265,"value":423,"marks":424}," consumers would instantly associate with Mastercard. Establishing the parameters for the tune, Rajamannar said it needed to be “pleasant, neutral and hummable,” and “versatile and comfortable in all environments.”",[],{"type":296,"content":426},[427],{"type":265,"value":428,"marks":429},"“I had to go through literally 2000 melodies before landing on the right one,” Rajamannar said of the company’s “sonic signature,” which shows up in some fashion in all of the company’s ads. The company has also worked with composers to translate the song across genres — including jazz, EDM and country — and geographies, with unique versions of the same tune rolled out for multiple countries.",[],{"type":296,"content":431},[432],{"type":265,"value":433,"marks":434},"The company is also putting out pop music incorporating elements of the tune it hopes will connect with consumers, releasing a single off of a forthcoming record album in January.",[],{"type":296,"content":436},[437],{"type":265,"value":438,"marks":439},"On the taste front, the company has opened a number of restaurants around the world through its Priceless table initiative, and aims to eventually be the world’s largest fine-dining chain, Rajamannar said.",[],{"type":296,"content":441},[442],{"type":265,"value":443,"marks":444},"Then, there are the company’s sensing initiatives, which Rajamannar described as involving “understanding the psyche just below the surface.” The CMO cited its True Name initiative, which gives transgender individuals a card with their preferred name, for instance.",[],{"type":296,"content":446},[447,450,454],{"type":265,"value":448,"marks":449},"The ROI on the varied initiatives may not be as clear as an internet search ad, but Rajamannar said the impact has been clear, particularly on awareness, noting the company’s sharp ",[],{"type":307,"value":451,"href":452,"external":28,"marks":453},"rise","https:\u002F\u002Fwww.brandz.com\u002Fadmin\u002Fuploads\u002Ffiles\u002FBZ_Global_2019_WPP.pdf",[],{"type":265,"value":455,"marks":456}," in the BrandZ Top 100 Most Valuable Global Brands list, for instance",[],{"type":296,"content":458},[459],{"type":265,"value":460,"marks":461},"“We have been building the brand meticulously,” said Rajamannar",[],{"tags":463,"pressContact":468,"bios":498},{"topics":464,"storyType":466},[465],{"id":271,"label":272,"href":273},{"label":467,"href":126},"Article",{"id":469,"heading":470,"body":471,"image":481,"action":489,"contactLabel":491,"contactId":492,"contactName":493,"contactTitle":494,"contactEmail":495},"1JXqEbL3azVV5umnM8ChNj","About UVA Darden School of Business",{"blocks":472},[473,477],{"type":296,"content":474},[475],{"type":265,"value":476},"The University of Virginia Darden School of Business prepares responsible global leaders through unparalleled transformational learning experiences.",{"type":296,"content":478},[479],{"type":265,"value":480},"Darden's graduate degree programs and Executive Education & Lifelong Learning programs offered by the Darden School Foundation set the stage for a lifetime of career advancement and impact.",{"src":482,"alt":483,"aspectRatio":484,"width":485,"height":486,"bynderDat":487},"https:\u002F\u002Fimages.darden.virginia.edu\u002Ftransform\u002Fc88de114-fc91-4aa8-b801-2e987f7a4a22\u002FDarden_Spring_Environmental_Spring_25_Saunders_Hall_20","Darden_Spring_Environmental_Spring_25_Saunders_Hall_20","8354 \u002F 5569",8354,5569,{"baseUrl":18,"assetId":488,"name":483},"c88de114-fc91-4aa8-b801-2e987f7a4a22",{"label":490,"href":26,"external":35,"openInNewWindow":35},"Learn More","Press Contact","2KGmVfjHQigGuWjTI4aCKw","Lauren Foster","Senor Director of Communications",{"label":496,"href":497},"fosterl@darden.virginia.edu","mailto:fosterl@darden.virginia.edu",[],{"title":258,"description":262,"image":500},{"src":501,"alt":282,"aspectRatio":502,"width":503,"height":504,"bynderDat":505},"https:\u002F\u002Fimages.darden.virginia.edu\u002Ftransform\u002Fwidescreen-large\u002Fcd172b2a-9b56-49c7-b425-c70085bee11c\u002F5188-jpg?io=transform%3Afill%2Cwidth%3A1200%2Cheight%3A630&quality=75","1200 \u002F 630",1200,630,{"baseUrl":18,"assetId":284,"name":282,"preset":506},"widescreen-large",{"canonicalPath":254,"identity":508},{"id":257,"contentType":237,"title":258,"path":254,"publishedAt":268,"modifiedAt":260,"topics":509,"authors":511,"eligibility":512},[510],{"id":271,"label":272},[],{"searchEngines":28,"followLinks":28,"internalSearch":28}]