• November 5, 2010

American Express Open launched a web series Nov. 1 connected to its Project Rebrand, a program pairing branding experts with small business owners to document the process of developing a new brand identity.

Originally called Project Revive, the project was first reported in Marketing Daily in April.

The web series is the end of the five-month process and is meant to help educate other small business owners about branding. The series on OpenForum.com pairs five small brands with five agencies in a reality TV-style brand makeover series.

Over the course of the eight-week series, each small brand will learn how to assess and revitalize their brand identity. Viewers can watch as the experts work with the businesses to provide advice, discuss their branding challenges, and give them a complete image makeover.

The videos are accompanied by branding articles, before & after PDFs, and a brand assessment to help other small business owners start rebrand of their own.--Tanya Irwin