At the American Express Open booth,
the giveaways
included popcorn and cupcakes.
These weren’t branded with American Express logos.
They were branded with the logos
of the small local companies
supplying the giveaways.
The unspoken message?
American Express puts small business first.
Which is what the brand stands for.
They didn’t have to say it.
They didn’t have to advertise it.
The people who cared
about that branding
noticed.
Walk the talk.
Be the company
your brand proclaims you are.
People WILL notice.