American Express

American Express
American Express

Any brand still thriving after more than a century and a half of existence has likely balanced reinvention with a consistent, stable brand message. Such is the case of American Express, founded in 1850 as a secure, faster alternative to the US Postal Service in an era of westward American expansion. Although best known for its charge card for the past 30 years, the company still relies on trust and communication as the foundation for its success.

The iconic American Express card is the best known of the brand's services and is recognized for serving both individuals and businesses. The company relies on close communication with its card-member base to keep up with those needs.

The company also uses feedback collected by its customer care department to inform larger brand and marketing decisions.

American Express' recent campaign, “Small Business Anthem,” highlights not only the power of small businesses to shape the US economy, but also “Open Forum,” a social media platform that allows card-holding small business owners to communicate with one another.

“We created ‘Open Forum' not only to help small businesses connect with each other, but also understand the value of their card membership,” says Deborah Curtis, VP of advertising.

You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in 30th Anniversary Issue

Sign up to our newsletters

Latest Jobs:


Company of the Week


As the leading source for direct marketing youth data, ASL Marketing connects your brand to consumers with extensive and unparalleled industry expertise in data content, aggregation and analytics of the youth, young adult and student demographics. We provide access to the most comprehensive, response driven youth database available - over 175 million active high school, college and young adult consumers and their parents. We offer custom solutions devised to meet your specific target and goal. Our data customization allows you to pinpoint your audience by selecting by age, ethnicity, grad year, etc... Our clients range across all industries including Financial Services, Technology, Health & Beauty, Retail, Educational Services, Recruitment, and more.