Positioning, Naming, and Identity

July 18, 2012  

In 2009, Alliance Data, which manages private-label credit cards for nearly 100 U.S. retailers, embarked on a strategy to make its bank more transparent and accessible. The goal? To better support cardholders and retailers with a wide range of financial information and advice. In rebranding the bank, Ologie coined the word Comenity, which refers to the unique relationship between Alliance Data and its retail partners. A consumer-friendly identity and a plainspoken tagline—”Connections that count”—further reinforce the new brand’s emphasis on open and honest communication.