Difference
A credit strategy is a competitive sport. It's personal. Emotional. Unearthing your difference demands a deep dive into the mind of your target audience the Lenders. Where can you go that challengers have not been? Where will rivals not follow? What exclusive piece of mental real estate is yours to own? What emotions do you evoke? What difference may you authentically claim?
To stick in the mind of your audience, the Lenders - to own a very valuable piece of mental real estate, to force the creation of a new and separate box in the human mind - a great credit strategy clearly tags your one key difference, your mental meat hook.
This difference creates an inerasable mental image. The mind sees this image as a mental picture postcard easily recalled as a first thought.