The Evolving Branding Strategy at American Express

November 21, 2017
Updated 4mo ago
Jon Steinberg sat down with David Rabkin, Executive Vice President and General Manager of Global Marketing for Commercial Services at American Express at the WPP Stream event. The pair discussed how the business-to-business space is changing and how American Express is using Facebook and other digital platforms for brand research and development. Rabkin discusses artificial intelligence’s role in business to business. Part of it is asking about products and services when users don’t want to interact with a human being or have a lengthy interaction. American Express is utilizing several mediums to connect with its consumers. While Linkedin is a player as an ad platform for B2B, Rabkin believes Facebook and Google still dominate the space. He adds that television remains a powerful brand builder. Even though TV viewership is declining, the American Express executive believes you can't ignore the medium as a marketing channel.