Drew Neisser: Why American Express Continues To Dominate In Service
John Hayes, American Express's CMO, discusses the philosophy that determines the company's marketing strategy.
Where you start a problem-solving exercise often determines the outcome. If for example, your first question when evaluating a potential marketing program includes the letters R-O-I, then it is likely you will end up with a short-term direct response effort. However, if you start with the question, “How could this marketing activity be of service to our customers?” then in all likelihood you’ll end up creating something of lasting value for your business and your customers. But don’t take my word for it. Just talk to John Hayes, the long-time CMO of American Express whose organization has consistently produced some of the most legendary AND effective marketing programs in the industry (like my fave, Small Business Saturday.)