Capital One 2004 Annual Report Download - page 11

Download and view the complete annual report

Please find page 11 of the 2004 Capital One annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 137

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92
  • 93
  • 94
  • 95
  • 96
  • 97
  • 98
  • 99
  • 100
  • 101
  • 102
  • 103
  • 104
  • 105
  • 106
  • 107
  • 108
  • 109
  • 110
  • 111
  • 112
  • 113
  • 114
  • 115
  • 116
  • 117
  • 118
  • 119
  • 120
  • 121
  • 122
  • 123
  • 124
  • 125
  • 126
  • 127
  • 128
  • 129
  • 130
  • 131
  • 132
  • 133
  • 134
  • 135
  • 136
  • 137

Thanks to six years of hard and highly creative work, Capital One
has gone from new kid on the block to a recognized and established
brand. Through our strategic focus on direct marketing combined with
our well-received TV ads like those featuring Visigoths and David Spade,
98% of the public now recognizes our name. And in 2004, when an
independent research firm asked consumers which credit card they
preferred to use, Capital One finished in a two-way tie for first place.
All this momentum leaves us feeling gratified – but nowhere near ready
to put our feet up.
We’ve defined Capital One as the company that delivers great value
without the hassle by keeping the pipeline full of first-rate products and
innovative marketing campaigns. In the brand-recall survey of new TV
ads conducted by IAG®and published in Advertising Age,
® two of
Capital One’s ads finished in the top ten for all TV advertising in 2004.
Our humorous ads starring David Spade in the role of a call-center
employee who says “No” to every request from a caller have raised the
profile of Capital One’s distinctive No HassleSM rewards card. With no
fee, no blackout dates and no restrictions on which airline the customer
flies, the No Hassle rewards card is one more example of our drive to
say “Yes” by putting ourselves on the customer’s side.
In creating new products, we focus on what consumers want – and
what they want to avoid. Our No RegretsSM CD locks in an interest rate
guaranteed to exceed the national average, and it allows the depositor
a one-time bump up to a new above-average return if interest rates rise.
The change can be made with a phone call, so there’s no paperwork
hassle. And there’s no fee for bumping up.
Our reputation for living up to our advertising helps us win new
customers, and the satisfied customer of any of our businesses is a
great prospect for our other products.
Our brand turns NOmentum
into Momentum.
8
brand