Card Wars: My Value Is Bigger Than Your Value

Keith Kendrick, marketing chief of MasterCard International, saw the 1980s whimper to an end in focus groups he staged around the country in 1989 and 1990. In one session for Gold MasterCard holders, an ad showing a yuppie buying herself a diamond was soundly rejected. The same ad had been applauded 18 months before. "Blake and Krystle Carrington were out," says Kendrick.

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