53: From Priceless to timeless: How brands endure: Insights from Mastercard Executive Vice President and Head of Marketing and Communications for the Americas Rustom Dastoor

How can a brand stay distinctive globally, while earning relevance in each individual market it serves?  Consistency is only part of the challenge. Because local presence shapes global perception, brands should strive to understand local customers, respond to market conditions and provide value to communities.   In this episode, Mastercard's Rustom Dastoor, executive vice president and head of marketing and communications for the Americas, draws on his experiences marketing across four continents to explore what it takes to build and sustain a global brand.  He explains why the strongest global brands don't simply operate in local markets—they invest in them. By using local insight to inform decisions, collaborating with regional ecosystems and investing in talent, brands can contribute to communities, rather than extract from them, to demonstrate their distinct values.  Rustom also offers behind-the-scenes insights into what has kept Mastercard's "Priceless" campaign relevant worldwide for nearly 30 years: He believes in maintaining the universal insight—"there are some things in life money can't buy"—while adapting how it shows up across markets, cultures, channels and more. In other words, "Priceless" stays timeless by refusing to stand still.  For marketing leaders, this conversation offers a valuable perspective on earning local relevance and strengthening global distinction.     In this episode, you'll hear:  Strategies for deploying brand experiences that can flex across countries and cultures  How to keep a long-running campaign fresh without losing its core value  Ways marketing can turn customer understanding into better business choices, from offerings to pricing    Key highlights:  [00:30] Introduction  [01:30] A pit stop in Zurich  [02:30] Rustom's path to Mastercard  [04:00] Marketing on multiple continents  [06:00] Driving B2B2C excellence at Mastercard   [08:00] The evolution of global brands  [09:45] Mastercard's iconic "Priceless" campaign  [10:55] Strategies for successful localization  [14:50] Past experience that defines you: Living across multiple cultures  [16:20] Advice to your younger self: Release control  [17:20] A topic you're trying to learn more about: Squash and swimming  [18:05] Latest curiosities: Humanity's perseverance  [19:10] Largest potential opportunity: AI's impact on marketing  [20:40] What AI cannot do: The value and impact of people    Resources mentioned:    Mastercard    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Rustom and Mastercard:  Rustom on LinkedIn  Mastercard on LinkedIn    Connect with Alan Hart and Deloitte Digital:     Connect with Alan Hart on X  Connect with Alan Hart on LinkedIn   Connect with Deloitte Digital on LinkedIn   Connect with Deloitte Digital on Instagram   Connect with Deloitte Digital on YouTube   Connect with Deloitte Digital on Threads