Bank One was one of the largest issuers of credit cards. But how do you make thousands of credit cards meaningful to one consumer? By approaching it like a dating service: there’s a perfect match for every person.
This is how we marketed the credit LOB under the master band position of "Individual Answers."
Instantly, variety had meaning. And an online architecture for card shopping was born where people could literally build their own credit card. This approach fueled Bank One's launch of branded cards with partners like Starbucks, Disney, Yahoo, MSN and Sony.
Then Chase bought the whole thing.