Repositioning to find their flow
By the mid-2000s, Visa had become synonymous with credit cards in consumers’ minds, with accompanying associations with the fast-spending, ‘have what you want’ credit economy of the 80s and 90s and the spectre of unmanageable debt. The business needed to reposition its brand to
make the use of payment cards more permissible. We created a brand repositioning strategy that redefined VISA in consumers’ minds, shifting the emphasis from encouraging spend on credit towards helping people control their finances to their advantage. Alongside this, we conducted a pan-European consumer segmentation to inform a compelling growth strategy to engage member banks, and facilitated proposition creation against different audiences. The influential of these became the highly effective Visa Flow communications activity, shaped and guided by our quantitative and qualitative research. The results of the repositioning speak for themselves; Visa is the leading brand in a world where credit card payments are routine.