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While it’s important to review your brand periodically to ensure it continues to accurately represents the business, sometimes, you have to look at how your audience has changed as well.

American Express developed a new brand campaign recently after a study revealed that 57 percent of people are reporting that their work and personal lives are intertwining.

The new brand, according to its CMO,  is designed to celebrate this intertwining of life and business and to demonstrate how AmEx can support people who find themselves living between and balancing these worlds.  For example, one of the campaign’s new TV spots shows a dad trying to work from home while also caring for his baby. At the end, AmEx reminds business owners balancing their business and personal life that AmEx has has  their back(ing).

Overall, the old slogan has evolved  as a result of this campaign:

  • Don’t 9 to 5 without it
  • Don’t 5 to 9 without it
  • Don’t live without it
  • Don’t do business without it
  • Don’t juggle your home life and work life without it

When developing a new brand campaign or embarking on a rebranding, look beyond yourself and how your business/product/brand has changed.  Consider how people’s habits, lives, experiences and preferences have changed and how your brand supports, facilitates, or enhances those changes.

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