Defining what your brand stands for is critical, says Claire Bennett, Senior Vice President, Global Marketing, American Express. If you consistently deliver, you will grow.
Other examples of
those who have defined their brands well: Hermes Paris, Dole, Zappos.com, Walmart.
Adjust your lens, persevere, skate to where the puck is going are keys to brand clarity.
Lifestyle
Services Company is how AmEx looks at itself, she says. History: In WWI, Americans stranded in London stormed the AmEx office. It cashed their cheques and got them home. Aha: travel opp. Adjusted the
lens. Launched travel biz.
In the 20s, beginning of romantic period of travel. Model in process.
AmEx got into the credit card biz in 1958. Dwight D. Eisenhower had one that expired in
April 1959. His account number? 1070000070. Just saying ...
(Watching a 1980s AmEx TV ad, we notice the member who lost his wallet is on the phone to AmEx from the phone booth!
Another traveler in an accident in a foreign country -- on the phone in a phone booth! So odd. Not so long ago either.)
In the 80s, AmEx launched membership rewards program ... rewards now are
across several dimensions not just travel. Talk about skating to where the puck is going!