Uncommon Boldness: The Chase Sapphire Story
BUSINESS BACKGROUND
In late 2007, Chase recognized a tremendous potential in directly appealing to an affluent audience and to close the gap in its proprietary card portfolio. As Chase was perceived predominantly as a mass brand, developing a new product and positioning that differentiated a premium credit card offering would require considerable understanding of this segment and methodical steps to build the product and communications – but Chase was up for the challenge.
We needed to gain an understanding of the major competitors and to uncover needs still not being met. However, over time,...