The Business Brickyard

The personal Blog of Howard Mann. Author, Speaker & Entrepreneur. - November 21st, 2008
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We get in trouble when we forget the basics. We get out of trouble when we remember the basics. We stay out of trouble when we become perpetually "insane" about the basics.

Tom Peters from this great blog post
23
Sep
08

American Express Member's Project = Purpose

American Express has launched a terrific campaign called Member's Project. What they call project is what I call purpose. A fundamental goal that states how you will make a difference in the world. And purpose is the rocket fuel for passion.

The idea that drives you to do more and be more. The TV ad (video below) highlights the purpose of some of AMEX's famous celebrities and then invites the user to a web site where they can state their project for others to vote up to a top 5. The top 5 projects are funded with 2.5 million dollars.

Their overall recipe for a solid brand building campaign.

1) Ads that actually captures your attention and makes you look into yourself.
2) An action for the viewer to take that is actually worth the effort of powering up the PC and checking it out.
3) Connecting the realization of your life's dreams and goals to having an American Express card without ramming it in your face.

It, not surprisingly, covers the 3 things every business should do: Make money, have fun and do good.

So my challenge to you is this: How do you articulate your purpose so it inspires your customers to join you on the journey? How easy do you make it for them to take that all important first step?

 

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