Capital One – Taking the journey to brand leadership

Johan Ã-stlund, Les Binet, Sarah Carter and David Bassett

In 1997, Capital One entered the UK credit card market. Using a mixture of improved pricing and increased access to credit, all based on a rational, direct-response approach, it was able to gain a prominent position.
Agency: DDB London Authors: Johan Ã-stlund, Les Binet, Sarah Carter and David Bassett

Capital One – Taking the journey to brand leadership

1. INTRODUCTION

When it comes to TV personalities, many of today's most successful “brands” seem to be focused, straight talking, and frankly somewhat unloved (Alan Sugar, Simon Cowell, Gordon Ramsay et al.).

But does it matter if more conventional brands are regarded negatively? Can unloved brands ever be successful?

In 1997, Capital One entered the UK credit card market, and grew a huge business from a standing start. The brand became well known...

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