Financial Services Industry
Industry: Email Alert RSS FeedAD Beat: Snip, Snip, Snip. Discover's Sharp Message Cuts to Core.
US Banker, November, 2006 by Karen Krebsbach
A sea of dancing, hungry scissors may be Stephen King's idea of playful companions, but Discover Financial Services saw instead a captivating image to help differentiate its credit card from industry giants MasterCard, Visa and American Express. But does it cut through the credit-card marketing chaos? Mark Hosbein, svp of advertising and brand management at Discover, thinks it does.
"We spent a lot of time looking at what was going on with the marketplace," he says. "Everybody in the credit-card space is doing everything they can to drive a deeper relationship with the consumer. Consumers really want to have more control, be in charge and have a stronger tie to their credit-card company. They want to make sure the company is putting them first." With a focus on clarity,...
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