In the late 90s, a direct-response approach enabled Capital One to build a huge business without having a strong brand. But when competitors began to copy it, having a strong brand became crucial to improving its market share. By changing the media used in its communications from rational 'push' media of DM and press to the more emotional 'pull' media of TV and online, and adopting a warmer, funnier tone of voice, it reversed the decline in market share and became the leading brand among new cards. The campaign generated payback of £1.30 per £1 spent, with long -term payback expected to be much higher