Brand Truth II (American Express)

Alison Bain, VP Head of International Advertising, American Express: "The key is to have a very clear brand architecture and hierarchy that all brand managers follow. At Amex we have strong and differentiated products, each with their own unique benefits and personalities. However, all are underpinned with the unifying brand truth that Amex offers superior, unrivaled service. This enduring brand truth needs to shine through, whatever the product."