Switch: Turning cheques into savings

This 1998 paper shows how Switch - a brand that didn't exist ten years ago - achieved market dominance by using outdoor advertising (instead of TV advertising) and achieved its own objectives and market dominance, to the extend that it now defines the generic term for debit cards.
Agency: CDPAuthor: Beth Clayden

Switch: Turning Cheques Into Savings

INTRODUCTION

Ten years ago, there was no such brand as Switch.

In less than a decade, the Switch brand has gone beyond the old marketing adage of the 'brand leader owning the generic'. Since its entry into the Concise Oxford Dictionary in 1995, Switch now defines the generic.

More recently, Switch’s main competitor brand – Visa Delta – has been forced to undertake a major strategy re-think. Or, as some would have us believe, is about to pull out of the market. Either way, it...

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