Bank of America - Mini Card

The Company
Bank of America Corporation is a bank holding company and a financial holding company. Through its banking subsidiaries and various non-banking subsidiaries throughout the United States and in selected international markets, it provides a diversified range of banking and non-banking financial services and products through three business segments: Global Consumer and Small Business Banking, Global Corporate and Investment Banking and Global Wealth and Investment Management.

The Task
Bank of America developed a card that was similar in size to that of the frequent shopper cards of retail chains, can be carried on the consumer’s key chain, and can operate as a credit, debit or other payment card. Bank of America consulted with Addison Whitney to utilize their naming expertise for the newly developed product.

The Addison Whitney Solution

Verbal Branding
The Addison Whitney verbal branding team worked with Bank of America throughout the naming process.  Upon the completion of the project, Bank of America chose to utilize the name Mini Card for its newly developed product.