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The first of many credit card names we developed, the name Venture reflected a major shift in direction for Capital One, ...
The first of many credit card names we developed, the name Venture reflected a major shift in direction for Capital One, away from the timeworn silver-gold-platinum language and toward a more strategic, and brand resonant approach to naming.
Recognizing the strategic opportunity to differentiate, we quickly saw Venture as a perfect name to lead the brand in an empowered new direction. Venture is an amazing word, because it embodies a number of powerful meanings. Most readily, it says “adventure”, speaking to the travel rewards that it offers in abundance. It speaks to exploration. It speaks to commerce, with cues of a “business venture” or “venture capital.” But it also says “daring” – literally promising an uncertain destiny that distinguishes the name from other credit cards in how you – the cardholder – have agency. The power to chose your own course. Find a flight that suits you. Go in a bold new direction. Above all, Venture is an action verb that associates the card not with a cold, static metal or gem, but with motion. That a human makes. It becomes personal and inspirational. Spirited and energetic. With a Venture card in your wallet, you are going somewhere.