Discover Credit Cards is going through a marketing revamp as they are now changing their “names” of their popular credit cards. The most important change has to do with dropping of the phrase “platinum” from their cards.

Platinum used to be associated with the American Express Platinum Card, until every other credit card decided to use “platinum” as one of their tiers. The rest being classic, gold, platinum and the next level is “signature”.

Well, Discover is now getting rid of the platinum from their cards. Below are the changes they are making.

Discover Platinum Card now becomes Discover More Card - Personally, I prefer Discover Platinum Card to Discover More Card. But I guess Discover More may work better from a branding perspective.

Discover Gas Card now becomes Discover Open Road Card - The Discover Gas Card used to be called the Discover Platinum Card. The term “platinum” was dropped a few months ago and now Discover is totally changing it to the Discover Open Road Card. Hmmm, I’m really not too sure about this. I guess Open Road sounds a little more unique and high end than Gas Card. Afterall, there are many gas cards around and many stations offer gas cards (that are not actually credit cards) for those who cannot get a regular credit card.

Discover Student Card now becomes Discover Student Card - This one is interesting. A few months ago, Discover added the term “platinum” to their student cards. They are now removing it. Could it be that applications have dropped? Is this the reason for getting rid of the “Platinum” term from the rest of their card line up?

The Discover Miles Card is now The Miles Card from Discover - I don’t really see the big fuss over this one.

It will be interesting to see if any of these changes results in more applications for the card. Discover has not changed any features (they remain the same). So this is clearly a branding exercise. If they change again either back to the original or to something new, then we will know for sure it did not work. But for now, good luck to them.

This entry was posted on Saturday, April 7th, 2007 at 11:18 pm and is filed under News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.