We believe a strong brand is invaluable. And so are the promises behind it. Creating a great image is just the first step in building a great brand. Then comes the round-the-clock, customer-by-customer work of living up to your promises. Five years ago, we set up a brand-building team to make Capital One a standout among credit card issuers. Now 97% of the public knows our name, and when people are asked which company they’d consider first for a credit card, Capital One is near the top of the list.  Our “What’s in your wallet? SM ” ads, aired during top-rated TV series, college football games and other high-profile events, have made the Company a “pop culture touchstone,” according to  Ad Age ® , which named Capital One to its 2003 Marketing 50 list. Reaching  97% of American households 87 times a year on average, the ads have significantly increased the effectiveness of our direct mail and  Internet marketing.  We’re now the title sponsor of the Capital One Bowl SM . During  the college football season, more than 4.5 million viewers visited  capitalonebowl.com to vote for their favorite member of the  Capital One All-America Mascot Team SM , a contest staged in the  playful spirit of our “What’s in your wallet? SM ” campaign. The  contest increases brand awareness, and the title sponsorship  reinforces the perception of Capital One as a leader in consumer  financial services.  The Capital One that people see in the ads is distinctly different from other financial-services providers. Cool. Innovative. And most important, on the customer’s side, with great value, terrific service  and no hassle. That’s the package we strive to deliver in every product and every customer contact. The Capital One brand, already a  powerhouse, will be increasingly valuable as we continue to diversify. 10