What's Behind a Successful Company 3 Years Running?

For its 2002-2004 annuals, Providian Financial wanted to make sure its customers made the connection to the people behind the brand, while distancing itself from the image of the cold banking institution.

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The approach keeps a consistent brand front, the reassuring simplicity of Providian blue, and detailed reporting on the results they drove. But it also opens investors up to the human face the brand shows it’s customers, making the company seem like a good investment of both money and spirit.