What exactly is a brand? A name? A product? A logo? A strapline? It's all those things and more. The brand is the intangible sum of all the product's attributes. And 360 Degree Brand Stewardship, our proprietary way of working involves distilling the brand experience and communicating it to all its diverse audiences, touching them with relevant messages, at every possible point of contact. It doesn't necessarily mean media bombardment. It does mean specific messages, precisely targeted.
MOST OF THE THINGS THAT MAKE A BRAND ARE THINGS THAT CAN'T BE GRASPED
AMERICAN EXPRESS 360° APPLICATION
THE CHALLANGE
THE BIG IDEA
To light Downtown Beirut in Blue during the end of year festive season
To launch Blue from American Express, we utilized our 360 degree branding approach to cover multiple touchpoints for the customer to engage the brand. The campaign used virtually every available media to raise awareness and drive card membership