Monday, March 07, 2005
building a brand
the amex green established itself as her first material want some seventeen years ago with its never leave home without it tagline. the images of a male yuppie stranded in the rain whilst travelling, him presenting his amex, cheap trick's the flame playing in the background. remember the ad?and so this little girl fell in love with the commercial. she was so deeply in love with amex. she fell in love with the lifestyle of an amex carrier, she fell in love with the thought of herself growing up as this flamboyant yuppie, and she fell in love with america cos it seemed like an island of dreams.
it's strange how people can grow so attached to a brand, a service or even a logo despite it being a non-living entity, it's like a one-way relationship isn't it? she's kept the amex even though it's not been used it for a year now. with liabilities like non waiver of service fees and minimal benefits [compared to other cards], her decision to keep the card may sound totally impractical but no. cos it evokes a sense of emotional belonging and giving it up would mean losing this childhood dream of hers.
wherever you go, i'll be with you...
whatever you want, i'll give it to you...
whenever you need someone...
bee wrote this at 9:15 AM
