While recently watching my beloved TV talk-show, “Ellen”, I experienced what can only be deemed a “huh?” moment during the commercials… I watched Ellen survey the crowd of her ‘people’ in order best determine how to secure Beyoncé tickets. She paused thoughtfully when she saw a dazed actor in a Romanesque costume walk by; this actor inspired her to call her ‘people’ at American Express….”huh?”…. Why, I asked myself, would an absentminded actor trigger Ellen to call upon a brand built on integrity, quality and customer service?
My thoughts were echoed in Martin Jelsema’s recent post, “Brand icon should be relevant.” Here is an excerpt:
“…I vaguely remembered that American Express used the icon of a helmeted centurion. And I guess they’re bringing ‘him’ back as an identifier. I don’t know why. In fact, I don’t know why they used it in the first place. What does a Roman soldier from 2,000-years ago have to do with America (discovered about 500-years ago)? He represents neither America nor Express…”
Upon further postulation, however, I realized that this was more than just a revival of a ‘human’ icon from bygone society for brand personification sake. American Express’ move to revive the icon, known only as “Gladiator Head Design®” brings the history and legacy associated with both the brand and the icon of the ancient Roman, ‘Caput Mundi,’ into modern popular culture. By transplanting the gladiator icon into the modern-day Hollywood setting, American Express is repositioning their brand and reclaiming the modern day ‘center of the world’ as American Express territory.
Written by: Lisa Swarbrick – Associate Manager, Brand Strategy and Research
