Design (elements that we know matter)

  Describe Chase's design and how your brand’s design differentiates and what it communicates Fighting brand confusion: What we need them to know/believe (incl. brand "truths") that they aren't aware of or are confused regarding and describe how the brand can help communicate that fact better. (From video: Think Keurig where some customers believe Keurig has instant coffee in their k-cups instead of high quality grounds. The company needs to change this perception. This can also be something the company does well but not enough customers are aware) FEELINGS & IMAGERY Emotional Connection - describe the emotional fulfillment target segments receive from Chase Social Connections - what social value does Chase deliver to target segments? (Think Prius and how it allows customers to communicate they are “green” just by driving such a unique looking vehicle) Remember social media matters here Image - How would you describe Chase's image? 2. Based on your brand pyramid analysis what are your recommendations for Chase? Are there gaps? Should they be doing anything differently? Overview What was the general market for credit card offerings and where was Chase looking to compete? How did the Sapphire concept sit with Chase’s existing product offerings and why was Sapphire an offering the market needed? Customers Describe the landscape of segments for credit card customers and based on your answers where is Chase’s best opportunity for the Sapphire? Who are the most ideal customers for the Chase Sapphire card and what are their expectations of a credit card offering? Please pay special attention to Dormants (people who use and shelve the card) and churners (people who rack up points and leave the service). If there are other segments please find them. Challenges What defines success for Chase in launching Sapphire (besides getting as many subscribers/cardholders as possible which is a given)?