Comments on: MasterCard’s Act of Kindness: Priceless

By: Blake Manosh

Blake Manosh — Fri, 10 Apr 2009 22:14:30 +0000

I have to agree with John. It was an authentic act on behalf of MasterCard and it demonstrates the company’s character quite nicely.

It’s good to hear a company is paying attention to and taking part in their community.

(On a side note, I was a FIRST Robotics competition winner so I’m particularly happy to read this!)

Thanks Kelly.

By: Kelly

Kelly — Tue, 24 Mar 2009 12:35:16 +0000

Linda,

Thanks for the note. It’s great to see MasterCard doing good in the community. You deserve the praise.

Kelly

By: Linda Locke

Linda Locke — Mon, 23 Mar 2009 22:47:47 +0000

Hi. I’m Linda Locke from MasterCard, and we appreciate your kind comments. I’ll pass this on to the team who made it happen.

By: Kelly

Kelly — Mon, 23 Mar 2009 19:25:02 +0000

John,

You make two great points. I think we often overlook the small, significant acts that show humanity. And I agree that it’s better to let the community carry the message. There are over 40 regional FIRST Robotics events, each with thousands of competitors and fans attending, I suspect this story is being told again and again.

By: Kelly

Kelly — Mon, 23 Mar 2009 19:22:36 +0000

Elizabeth,

Thanks for the note. Too bad most companies don’t get the behavior-first approach to brand building. I spoke about this on CNBC today in response to AIG’s suggestion that they plan to change their name. AIG…here’s an idea…fix the company first.

By: John Linthicum

John Linthicum — Mon, 23 Mar 2009 04:30:55 +0000

I think that it also shows that the amount of money spent doesn’t need to be epic, but rather that it’s done in an authentic fashion. It’s also important that the message was disseminated at the actual event. It might not have communicated the “soul” if it were done with a press release.

By: Elizabeth Talerman

Elizabeth Talerman — Sat, 21 Mar 2009 22:30:15 +0000

That’s what I call brand soul. As you’ve said so many times, Kelly, great brands lead with behavior before the communication ever starts (or means anything). Way to go MasterCard!