EXPLORING THE MEANING OF MONEY
/ PAYPAL /
CONTEXT
To understand how PayPal might play a bigger role in the financial lives of people and businesses in some of the world’s largest and fastest-growing markets, I led a year-long brand strategy initiative that explored how the meaning of money is evolving at the confluence of cultural tradition and transformation in India, Japan, Mexico, and Brazil.
COMPLEXITY
Norms and behaviors relating to money and commerce vary substantially across nationality, age, class, and circumstance. As a foreign brand, how should PayPal balance quantitative and qualitative insights across these markets to shape a winning next-gen global brand strategy?
CREATIVE RESPONSE
I partnered with a team of world-class photographers and researchers to produce a 140-page report that precipitated a change in mindset within PayPal from viewing emerging markets as peripheral concerns to viewing them as central to the future of our global brand strategy. Our reporting humanized these markets and introduced new strategic frameworks that have since informed major updates to our global brand positioning.
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