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

A push to keep up with evolving customers

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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.”

The new brand platform is designed to “celebrate this new reality, that life and business are really interconnected and the unique role that American Express plays in helping support people today,” explained American Express CMO, Elizabeth Rutledge.



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