Capital One – Taking the journey to brand leadership

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...

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