Chief Marketer
we've got a lot to talk about
November 7, 2021

In the early days of the pandemic, small businesses were seriously struggling to stay afloat, inspiring many brands to offer free products, tool and services as a way to lend a helping held during trying times while simultaneously increasing brand loyalty. But for American Express, the goal quickly became to provide something highly useful for these companies in the long-term: business education.

We spoke with Clayton Ruebensaal, EVP, Global B2B Marketing at American Express, about how the crisis inspired the brand to take pause and deliver actual value to small business owners through its Business Class initiative. He also dishes on how American Express sets itself apart from competitors to maintain market share, its vision for democratizing business education and the trend he thinks the marketing community should be laser-focused on.

Acquiring first-party data from consumers as an alternative to third-party cookies and data-tracking through apps is fast becoming a priority for digital marketers. We look at how large food and beverage companies are tapping celebrity-driven promotions and sales gimmicks to accrue that data in exchange for limited-edition merchandise and personalized products.

Speaking of data, Pinterest recently noted a marked increase in searches for “destressing tips” and “Sunday reset routines” from its user base. In response, it introduced a Compassionate Search tool to help users find stress-busting content and resources and activated a wellness-themed, “anti-burnout” oasis timed to World Mental Health Day. Explore the hybrid event’s touchpoints and strategic marketing goals here.

Lastly, we examine how internal product reviews, competitive research and customer surveys that analyze a company’s offerings prior to launch can help determine how the marketplace will receive your products—and mitigate potential backlash.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

If you would like to sponsor this e-newsletter please contact Dara Brooks at or call (203) 899-8494.

This newsletter is brought to you by:

Brands on Fire: Bombay Sapphire

A look at the inspiration behind the brand's sensory auction, its larger “Senses Stirred” campaign and its new focus on intimate experiences.
Read More

Four Ways to Improve the Customer Experience Through Subscription Programs

How subscription programs can improve the customer experience.
Read More

How State Farm Engages Younger Audiences Through Gaming

To coincide with the launch of the wildly-popular NBA 2K22 game, the brand debuted a virtual version of Jake as a character in the game.
Read More

Five Brand Experiences at 2021 New York Comic Con

Compelling brand experiences at this year's New York Comic Con.
Read More

Old Spice Brand VP Discusses 'Men Have Skin Too' Series, Experiences and Cause Marketing

We spoke with Old Spice about its latest campaign, how the brand is approaching experiences and its most recent cause marketing initiatives.
Read More

Partner Content
How Brands Can Improve Customer Experience Through Social Media Messaging

A new survey by Mitto, a leading provider of global omnichannel communications solutions, revealed an increase in consumer messaging with brands via social media since the pandemic. Learn how brands can improve customer experience through social media messaging. Read article.

Facebook   Twitter   LinkedIn

read more about
Make Your Promotions More Rewarding
Free Webinar: Planning Your 2022 Promotions Strategy
Luxury Marketing: How to Reach Ultra-High-Net-Worth Women
Get Granular Insights That Turn Trends Into Actions
How Brands Can Improve Customer Experience Through Social
Aligning Marketing and Communications Teams