Amex pivots to “protect” customers, brand in face of COVID-19

American Express, the credit-card provider, is focusing on “protecting” its customers and brand during the COVID-19 crisis.

Why it matters

Many financial-services brands are facing a clear pressure on marketing budgets due to COVID-19, as customers who do not usually struggle to make repayments are plunged into uncertainty. Reinvesting funds from more traditional marketing activities to tackle these problems could be a way to build equity for the long term.

Takeaways

  • Providing demonstrable support for consumers during tough times is a means to demonstrate a brand’s principles in action.
  • Updating rewards and loyalty programs to reflect the specific challenges of COVID-19 could be a valuable strategy for brands as they seek to solve consumer painpoints.
  • Partnering with...

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Insights Team
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