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The Big Brand Theory: Capital One's Big Ka-ching

December 31, 2013 by Ric Dragon

The Big Brand Theory column.

In October, 2012, Capital One re-launched and rebranded their cash card. The new name, Quicksilver, required both a push around awareness, as well as a strong association with the value proposition. Capital One had already enjoyed some success tying a hashtag in with advertising, but in this case, the hashtag would play an even more central role.[read more]