American Express’ New Branding Targets People Whose Work and Personal Lives Are Intertwined

A push to keep up with evolving customers

Today, American Express is launching what it describes as a "360-degree" marketing campaign and a new brand platform.

More and more people today, 57 percent in fact, are finding their work and personal lives intertwining, according to a global study commissioned by American Express. The brand always wants to ensure that its messaging is reflecting the world that its consumers are living in, so today American Express is launching what it describes as a “360-degree” marketing campaign and a new brand platform, “Powerful Backing: Don’t Do Business / Don’t Live Life Without It.”

@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.