It must be great to be in the credit card business in the United States. Demand is relatively inelastic and regulation is lax, so you can charge whatever you want for an interest rate, increase your fees once or twice a year, and make additional money off cash withdrawals and foreign exchange transactions.
As people become ever more immune to traditional advertising and marketing, branding will become more important. Branding is all about building an emotional connection with customers. Making the decision to follow a strategy focused on building a brand is not without peril, however, as it means that you will have to choose to not do certain things, like pursue a low price strategy.