Customer Retention

We Accidentally (on Purpose) Sent You …

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By Carolyn Goodman

American Express (Amex) is a premium brand I’ve long admired. When they issued their first paper credit card in 1959, its annual fee was $6 — $1 higher than Diners Club (the industry leader), carefully positioning itself as a premium product.

In 1980, I became a proud Amex cardholder and when they started co-branding with Delta Airlines, I quickly converted my card, collecting enough mileage points over the years to travel first class, with my entire family, to several different continents.

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Headshot of Carolyn Goodman

Carolyn Goodman

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

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