American Express is up there in the list of great American brands. They have managed to take a charge card and turn it into a lifestyle. So what can we learn about branding from Amex? 

  • Make it exclusive - Like most great luxury brands it is not easy to get an Amex, they have high standards and they don’t bend on them. Not only does this exclusivity make the product more desirable, it helps them sell you lower end products. Think of Chanel, they don’t sell much of their runway designs, they use those to sell millions of dollars a year in sunglasses and perfume. 
  • Spread some mystery - In the late nineties, there were amazing and almost unbelievable stories circulating about Amex cards that you could buy anything on. Yachts, planes, buildings etc. These were mostly not true, but the idea of a secret card was sexy. That’s right, they made credit sexy. Mystery is the thing that makes relationships so exciting, so think about your brand and what is mysterious about it. If you can’t come up with something you might want to change that. 
  • Back it up - Amex has been a solid company for decades. They make their product expensive, difficult to get and it is not even accepted everywhere. What they do though is provide the best service, perks and maybe best of all ease of mind in the credit industry. They back it all up by never forget their core product. 

So with all of that I am happy to say: James Nord, Card Member since ‘11

  1. anotherdayinthedreamfactory reblogged this from jamesnord and added:
    bought a tv for ma new apartment. the green man on my card is wincing.
  2. filialdoinstagram reblogged this from jamesnord
  3. zrparsons reblogged this from jamesnord
  4. loveadinfinitum reblogged this from jamesnord and added:
    American Express is up there in the list of great American brands. They have managed to take a charge card and turn it...
  5. mickiepoe said: Be careful not to confuse mystery with lies.
  6. khalistulistiwa reblogged this from jamesnord
  7. theysayheygreg reblogged this from jamesnord
  8. riverflowsthroughit said: i got an application couple of weeks ago…your endorsement…true. and i love the car rental coverage…. another plus… may apply… for everything else, there is mastercard ;) amex needs a catchy slogan though…how’s that for a suggestion?
  9. kevfroste reblogged this from kavisolo
  10. daniigabs reblogged this from jamesnord
  11. yurionpax said: Agreed, AMEX all the way.
  12. kavisolo reblogged this from jamesnord
  13. author-perfector said: Which card do you have? I have a blue card.
  14. jessicahoffman said: Seriously? You work right across the street, visible from a window, and you don’t know that it is “Chanel”? How dare you shame Coco’s name.
  15. idlewyld reblogged this from jamesnord