Our task was to reinvigorate the premium American Express brand by giving it a behavioral platform that would appeal to a new generation around the world and drive future innovation and experiences. We repositioned and relaunched American Express globally with a new brand platform to transition the company from being a brand focused on the prestige of “belonging” to the supportive benefits of “backing.” Leveraging our proprietary data sources and through a global research program, we understood that the American Express audience seeks to define themselves by their own rules and doesn’t want to be part of a club that removes their individuality.