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Identify, Interrogate, Innovate

Three Rules Of Brand-building

Thank you, Jud, for inviting me to speak and for sharing key insights into your business in order to help me prepare for today's remarks. American Express is incredibly meaningful to me as a consumer, and also incredibly impressive to me as a fellow business leader and brand-builder.

Branding ... what is it exactly? It's a product environment; it's a deep knowledge of your consumer; it's an effervescent equation that in our case goes something like "Content Plus Marketing Equals Brand." But unlike algebra, this isn't an exact science. Somehow if both the content and the marketing are at their peak, the brand is bigger than their sum. If one or the other is off, it doesn't quite add up.

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