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Article: Barclaycard U.S. Taking Baby Steps into Public Eye.(Cards)
- Article from:
- American Banker
- Article date:
- October 27, 2009
- Author:
CopyrightCOPYRIGHT 2009 SourceMedia, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Maria Aspan
Barclaycard U.S., which has traditionally hidden its brand behind the star power of its affinity partners, is tiptoeing closer to the spotlight.
The Barclays PLC unit, which specializes in issuing cards for affinity and cobrand partners, including U.S. Airways, Barnes & Noble and L.L. Bean, has long relied on those brands to get the cards into consumers' wallets. But now, after a year of internal development, Barclaycard U.S. is trying to make more consumers aware of its name "in a really subtle way," said Michelle Bottomley, the unit's chief marketing officer.
The subtle steps have included creating a Barclaycard U.S. Web ...