Based on our observations of the marketing for Green from Amex, we believe that Amex has executed a number of strategies that can be instructive to the relaunch of other entrenched financial services products.
The new campaign from American Express embraces the history of the brand while breaking from a long tradition of celebrity endorsements. In this execution, instead of seeing Tina Fey at the center (literally) of the spots, we see customers. Importantly, Amex embraces both consumer and business products with the dual-purpose tag line “Don’t Do Business / Live Life Without It.”
Making a connection with any target audience will only hold value if the connection you create is honest.