Capital One 2011 Annual Report Download - page 9

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Our brand is a powerful strategic asset
Our long-term investment in brand building is one of the best investments we’ve ever made. Our enormous
customer base gives us the scale for national advertising. Through innovative television advertising,
high-profile promotions and sponsorships, and integrated marketing campaigns, we’ve become one of
only a handful of financial services companies with near-universal brand awareness.
In 2011 we supported our major product launches with three
major campaigns: Jimmy Fallon Cash Card, Alec Baldwin
Venture, and Jerry Stiller High Yield Checking. The ads scored
well and helped to make the product launches successful.
A brand is a promise that, when kept, builds customer
loyalty. Our newest products – Venture, Cash, Spark, the
Journey card for students, Aspire in Canada, and High
Yield Checking in Retail Banking – keep that promise by
giving customers great deals and great customer service
with no strings attached.
Our brand team continues to raise Capital One’s profile
in college sports. In 2010, we became the official bank
and credit card of the NCAA®. And we’re now in our
second year as title sponsor of the Capital One Academic
All-America® Award Program, the premier intercollegiate scholar-athlete award. These sponsorships are
great marketing tools for us. They align Capital One’s products with the passion and excitement of
college sports, and they enable us to design and mobilize big, integrated campaigns tied to high-profile
events and properties.
We’re building our brand on Facebook, Twitter, and other social media. Our participation in these emerging
channels is improving the customer experience and providing a rich, real-time opportunity for us to
engage our customers and get anecdotal feedback that we can use to quickly fine-tune our products and
services. Fortune® magazine named Capital One to its list of “Nine Social Media Stars” in 2011.
Capital One has been a big winner in college sports. We’re now the official
bank and credit card of the NCAA® . We’ve long been the title sponsor of
the Capital One Bowl and in 2011 inaugurated the Capital One Cup,
which will be awarded every year to the best men’s and best women’s
athletics programs in NCAA® Division I schools.
NCAA® is a trademark of the National Collegiate Athletic Association.
Capital One is the
Official Bank and
Credit Card of the