Beatrice Cornacchia, Chief Marketing Officer at Mastercard, has long been a proponent of the power of sustained, long-term marketing efforts. In a recent interview, she detailed why she believes that investing in brand-building campaigns is critical for companies looking to create lasting consumer relationships and build brand equity.
According to Cornacchia, many marketers become overly focused on short-term gains, often leaning too heavily on performance marketing or chasing immediate results. While these tactics are effective in certain circumstances, they can overlook the bigger picture. “Marketing isn’t just about delivering an immediate return on investment,” Cornacchia stated. “It’s about building trust and relevance over time, creating experiences that resonate with people in meaningful ways.”
Mastercard’s marketing approach is a testament to this philosophy. The company has long championed campaigns such as “Priceless,” which has stood the test of time and evolved into a core part of the brand’s identity. The campaign, which highlights life’s most valuable moments, taps into universal emotions, allowing Mastercard to transcend its role as a payment provider and become synonymous with life’s richer experiences.
For Cornacchia, the focus on long-term campaigns is not merely strategic but philosophical. It reflects her belief in the importance of emotional connection in branding and how it can transform companies into cultural symbols. By nurturing these deeper, emotional ties with consumers, brands can secure loyalty and build a foundation that will carry them through economic downturns, changing consumer preferences, and market shifts.
As brands navigate an increasingly fragmented digital landscape, Cornacchia’s advice serves as a timely reminder: longevity in marketing can often deliver far greater returns than the fleeting success of short-term tactics.