Brand Truth (American Express)

Alison Bain, VP Head of International Advertising, American Express: "Building a successful brand is all about establishing a clear point of view based on an authentic brand truth. This truth needs to be real at the point of delivery and needs to be evident at every touchpoint along the customer journey, regardless of whether you are speaking to prospects or consumers.This point of view needs to be simple and something consumers care about—relatable and relevant to their lives."