The Inside Story
American Express CASE
Background
At the forefront of marketing innovation and new product development, American Express was the first to introduce the travelers cheque and led the way in terms of plastic payment. Operating in over 130 countries around the world, American Express continues to occupy a place as one of the market leaders in travel and financial services.
Challenge
American Express continually seeks to differentiate itself from competition with innovative and unexpected services and rewards programs. The concept of developing a unique offer for inhabitants of cities with “big personalities,” such as New York City and Los Angeles, was the next “big idea.” American Express needed help determining a brand strategy, and ultimately developing a name, card design, and supporting collateral system for the product’s launch.
Solution
Research into the psychology of city dwellers revealed an overriding need to feel elite, and a deep affinity for the myths, habits, and history of their city of residence. The brand strategy tapped into this mindset with a value proposition aimed at making users feel like a real insider. The name convention IN:NYC (to be continued through to IN:LA, IN:PARIS, etc.) was developed, and card design exploration ranged from the celebration of the city’s reputation as a Mecca for art, to black and white cards capturing the grittiness of the city, to a phosphorescent card for the “city that never sleeps.”
Background
At the forefront of marketing innovation and new product development, American Express was the first to introduce the travelers cheque and led the way in terms of plastic payment. Operating in over 130 countries around the world, American Express continues to occupy a place as one of the market leaders in travel and financial services.
Challenge
American Express continually seeks to differentiate itself from competition with innovative and unexpected services and rewards programs. The concept of developing a unique offer for inhabitants of cities with “big personalities,” such as New York City and Los Angeles, was the next “big idea.” American Express needed help determining a brand strategy, and ultimately developing a name, card design, and supporting collateral system for the product’s launch.
Solution
Research into the psychology of city dwellers revealed an overriding need to feel elite, and a deep affinity for the myths, habits, and history of their city of residence. The brand strategy tapped into this mindset with a value proposition aimed at making users feel like a real insider. The name convention IN:NYC (to be continued through to IN:LA, IN:PARIS, etc.) was developed, and card design exploration ranged from the celebration of the city’s reputation as a Mecca for art, to black and white cards capturing the grittiness of the city, to a phosphorescent card for the “city that never sleeps.”
