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American Express CEO Ken Chenault: Reinventing Your Brand

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During a talk at Stanford GSB, American Express Chairman and CEO Ken Chenault explains how brands have to continually reinvent themselves to stay relevant.

Highlights:
“What are the attributes of the most powerful brands? Brands are really about bringing a rational and emotional connection because the best brands have a personal engagement. The best brands and the brands that are really long-term, are those brands that in fact have what I call a ‘higher purpose’. That it’s more than just selling a product. You’re changing people’s lives, you’re impacting people’s lives. You’re allowing people to have fun. When you have a brand that combines that rational value proposition with an emotional connection, it’s really powerful.”

“To create a brand you need a core mission."

“If you want to be a leading brand, you have to innovate in the marketplace all the time.”

“You always want to create the company that will put yourself out of business - that’s the way you constantly need to think. If you believe that you’re successful and you get arrogant about that success, that success becomes a rut.”

Publicada em: Marketing, Negócios

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