Ink from Chase: Inspiring Success: How Ink from Chase is Making its Mark
Building a Business Credit Card from the Ground Up:
Prior to the 2009 launch of the business credit card brand Ink, Chase products at the time borrowed heavily from Chase brand's consumer orientation. However, it was time to create a brand and product set that was not simply available to businesses, but built for them and designed to meet the business owner needs.
We were also developing this card in the middle of a severe recession. Given our strategic priority and faith in the product (we knew this card could really help business owners), we saw an opportunity for a bold move and to capture market share. In a time of pessimism, the launch of Ink provided inspiration for success and innovation to help small businesses.
How can Chase build a strong product that fulfills business owners’ needs in a distinct and emotionally poignant way?