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Case Study: Chase Sappire- Creating a Millennial Cult Brand

• Category
  • Needs this category fulfills for target segments
  • Recognition – how is Chase recognized and regarded within its category by target segments?

• PERFORMANCE & JUDGEMENTS
  • Features & Functional – what features do target segments like about Chase and its product(s)?
  • Design (elements that we know matter)
    • Describe Chase’s design and how your brand’s design differentiates and what it communicates
• FEELINGS & IMAGERY
  • Emotional Connection – describe the emotional fulfillment target segments receive from Chase
  • Social Connections – what social value does Chase deliver to target segments?
    • Image – How would you describe Chase’s image?
    • • Are there gaps?
      • Should they be doing anything differently?
      • • What was the general market for credit card offerings and where was Chase looking to compete?
        • How did the Sapphire concept sit with Chase’s existing product offerings and why was Sapphire an offering the market needed?
    • • Describe the landscape of segments for credit card customers and based on your answers where is Chase’s best opportunity for the Sapphire?
      • Who are the most ideal customers for the Chase Sapphire card and what are their expectations of a credit card offering?
      • What defines success for Chase in launching Sapphire (besides getting as many subscribers/cardholders as possible which is a given)?
      • What are churners and why do they present a challenge?
      • What challenges to dormants pose?
      • If you have uncovered other segments, what challenges do they pose to the success of this card?
      • What were the challenges in designing Sapphire to appeal to key segments?
      • How did Chase answer these challenges and fulfill customer expectations at the same time? (pay special attention to the Millennial and millennial-minded base)