Apple Card was not achieving product adoption to the rate they had expected and wanted to find opportunities they may have been overlooking. Apple was particularly interested in getting a point of view that was outside of Silicon Valley and the tech community and turned to us because of our extensive financial experience and Midwest perspective.

We conducted an end-to-end audit of Apple’s brand messaging, launch efforts, competitors, social data, and audience profiles. The result was a Brand Strategy Playbook with actionable steps and messaging that Apple’s inhouse agency could execute – with a particular focus on ignored and alienated customer segments – predominately women.

When our Brand Strategy Playbook was delivered in May of 2020 there were 3.1 million Apple Card credit cardholders in the US. By May of 2021, Apple Card users more than doubled with over 6.4 million Americans now having an Apple Card. A large portion of that growth came from a refocused effort to get Apple Card into the hands of women, a large and powerful segment overlooked at launch and identified in our Brand Strategy Playbook as the biggest opportunity for Apple Card. 80% of new customer growth, in this one-year timespan, came from women.

Read the Forbes article here.