New Chase Sapphire Reserve Commercial Misses the Point

Sep 15 2017

I’m happy to see Chase investing in marketing the card, which suggests they believe cardmembers they acquire will become profitable, and perhaps they won’t have to tweak the program much further in order to get the numbers to work. Their acquisition success was a result of the generosity of the product, dismantle that and you undermine the formula.

The product has already shown that people respond to that value proposition. If marketing is figuring out who your customers are and how to find more of them, an effective commercial would double down on features and benefits.

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