Organizations want to gain a competitive advantage on the marketplace . Basically marketers want their products/services to be different from competitor's products . Not different but different in a desirable way ! Turkey's leading bank "Garanti " has developed the ultra personalized credit card called the Flexicard . Flexicards are nothing more than VISA cards that let cardholders make a few key decisions regarding the card fee , interest rates and rewards rates . After making serious decisions about financial terms , customers can design their own card , choosing from different colours and a gallery of images or uploading their own image . Last but not least , cardholders can pick a vertical card which is a world's first for VISA .