After the Payment

How American Express reframes value as what stays with you.

Author

Javier García
January 06, 2026 • Estimated Reading Time: 5 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

American Express – “Worth Remembering” (2025 Global Brand Campaign)

American Express’ “Worth Remembering” builds on a simple insight: the most valuable purchases are rarely the most expensive ones. The ad shows small moments people remember long after the transaction is forgotten. A last minute train ticket to attend a friend’s wedding. A cheap concert seat that turns into a life defining night. A modest dinner paid without hesitation because the moment mattered more than the bill. Prices are never shown. Receipts never appear. The film ends with one quiet line: “Value lives after the payment.”

Key marketing lessons

• Redefine value emotionally
American Express moves the conversation away from rewards and benefits toward memory and meaning.

• Sell what happens next
The card isn’t positioned as a payment tool, but as an enabler of moments people carry with them.

• Understatement builds trust
No big claims, no features. Confidence comes from restraint.

• Universal storytelling
Everyone recognises moments that were worth it in hindsight, making the idea instantly relatable.

• Brand consistency without repetition
The campaign feels aligned with AmEx’s long standing focus on experiences, without leaning on slogans or clichés.

A reminder that the strongest financial brands don’t compete on transactions. They compete on what people remember long after.

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Weekly Tip

Make the Message Feel Intentional

Random content feels random. Intentional content feels trustworthy.

• Know why this message exists before publishing
• Align tone, structure, and takeaway with that purpose
• Remove anything that feels accidental or off-topic

When intent is clear, confidence shows—and audiences respond to it.

Weekly Challenge

Content Boundary Post

This week, clarify what you do and what you don’t:

• Identify one topic, tactic, or approach you intentionally avoid
• Create a short post explaining why it doesn’t fit your philosophy or goals
• Share what you focus on instead and who that’s for
• Invite followers to reflect on whether it aligns with their own approach

Clear boundaries attract the right audience and strengthen your positioning.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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