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Article Excerpt
Byline: Maria Aspan
Barclaycard U.S., which has traditionally hidden its brand behind the star power of its affinity partners, is tiptoeing closer to the spotlight.
The Barclays PLC unit, which specializes in issuing cards for affinity and cobrand partners, including U.S. Airways, Barnes & Noble and L.L. Bean, has long relied on those brands to get the cards into consumers' wallets. But now, after a year of internal development, Barclaycard U.S. is trying to make more consumers aware of its name "in a really subtle way," said Michelle Bottomley, the unit's chief marketing officer.
The subtle steps have included creating a Barclaycard U.S. Web site that advertises all of its partner cards; substituting the brand name for the legal name "Barclays Bank Delaware" on the back of its cards and at the bottom of cardholder statements; and adding the card unit's name to the electronic display on Barclays' office tower in New York's Times Square.
Now might seem to be exactly the wrong time for a...
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