How Barclaycard began to build its brand in America
Stephen WhitesideWarc
Barclaycard is a household name in the UK, but asking American consumers about the credit-card brand – at least until recently – didn't generate the same kind of recognition.
"When I mention to people that I work for Barclaycard, they say, 'What? I've never heard of it before,'" Laura DeGraff, Barclaycard's digital marketing director, told delegates at the Chief Strategy Officer Summit, organised by the Innovation Enterprise and held in New York in December 2013.
"Every time you turn on the TV, you see an ad from...