[18:54] Storytelling as Emotional Differentiator in a Transactional Trade — Visa’s iconic “Typewriter” marketing campaign on the Oscars reframed transactions as significant progress towards private identification and goal. Matt explains how the marketing campaign mirrored the model’s shift from “in every single place you wish to be” to “in every single place you wish to develop into,” tying on a regular basis funds to aspirational progress.
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