In an online survey performed by Ogilvy & Mather, 500 Americans were asked which brand they would trust most in mobile payments. (Read here). (The graph can be found here). The results (while predictable) were quite interesting. Visa (and Mastercard, American Express etc.) carried the most trust, while companies like eBay and Facebook had a much lower score. This means that even in the online world, a brand carries a lot of weight when it comes to payments.
- How to ensure that criminals don't masquerade as a trusted brand.
- How will consumers recognise a brand in a mobile world - especially when space to display brands are limited.
- How to build products that carries the brand promise.