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.