Markenkraft Basics #2 – Business Insider counts Raja Rajamannar among the 20 most innovative CMOs in the world, in the Forbes ranking he has a firm place among the top five of the world's most influential CMOs and his recently published book "Quantum Marketing" is already a worldwide bestseller. How a brand gains power in our rapidly changing world through multisensory branding is something Raja has impressively demonstrated with MasterCard. Under his care, MasterCard grew into a superbrand. Within ten years, the brand value tripled, revenues and profits doubled - and the trend accelerates. With insights from psychology and behavioral science, Raja recognized early on that the most important source of growth is a strong brand whose meaning people experience with all their senses. Thanks to Raja, MasterCard is now a prime example of multisensory brand management. People can not only see the "Priceless" promise, but also hear, smell, taste, and feel it. Raja reveals to us how he systematically translates Mastercard's value proposition and values in a sensory way, and the competitive advantages that result.