If someone asks me to choose my favorite brand it’s going to be a hard decision, because these days there are so many out there. It’s as if everything these days is branded or is covered with advertising, all the way from the places you go to your most intimate relationship (a.k.a your cellphone). Now there is one company that I will admit I can never get out of my head and that is American Express.
Have you ever read their mission statement? “We’re a global services company that provides customers with access to products, insights and experiences that enrich lives and build business success.” Now if that doesn’t make you want to get a credit card and declare bankruptcy then I don’t know what will. Let me remind you the only thing they sell are pieces of plastic, but for some reason they make $33 billion dollars in annual revenue. So if it’s not the product then what is it?
It’s the brand personality. When you have an American Express credit card, not only are you able to spend money you don’t have, but also you are given access to amazing opportunities that one could only dream of. At the 2014 U.S. Open, American Express introduced a MyOpen Pass, which used interactive technology and RFID-enabled wristbands to personalize and enhance the fan’s experience.
However, it doesn’t stop there. American Express also gives back and shows great efforts in their corporate responsibility. American Express is a founding sponsor of the World Monument Watch Program, which strives to protect key cultural sites and increases the public’s awareness of the importance of culture and heritage in our lives. In August 2014 American Express teamed up with World Monuments Fund to award $1.5 Million in preservation grants to nine internationally recognized at-risk historic sites.
In other words, American Express has an amazing public relations team. It’s not about what they sell, it’s about who they are and what they do. One day when I make enough money I definitely see myself falling head over heals for American Express. When you give back to the public you get rewarded as a company.