TED Business
The art of marketing — for good | Raja Rajamannar
Mar 10, 2025
Raja Rajamannar, CMO at Mastercard and author of 'Quantum Marketing,' is a trailblazer in purpose-driven marketing. He shares innovative initiatives like 'touch cards' for the visually impaired and new debit cards for name customization, showcasing how businesses can merge profit with positive societal impact. The discussion emphasizes the transformative power of marketing when it aligns with a greater good, inspiring listeners to rethink traditional marketing strategies and encourage inclusivity in branding.
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Quick takeaways
- Marketing can serve as a catalyst for social good by aligning purpose-driven initiatives with corporate objectives to create meaningful change.
- Innovative strategies, such as MasterCard's AI-powered app for refugees, illustrate how technology can effectively address societal challenges through compassionate marketing.
Deep dives
The Evolving Nature of Marketing
Marketing serves three primary purposes: embodying a company's values, driving business growth, and differentiating the brand in a competitive landscape. It is essential for marketing to not only benefit the company but also positively impact society. This holistic approach is encapsulated in the philosophy of 'doing well by doing good,' which emphasizes that effective marketing can be a force for social good. By reimagining marketing practices in light of modern challenges, professionals can ensure that their strategies align with both corporate objectives and societal needs.
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