EL SENTIDO SOCIAL DEL LUJO.
AMERICAN EXPRESS
Workshop de co-creación para repensar la estrategia de portfolio y posicionamiento de marca.
American Express necesitaba rejuvenecer la marca para atraer al segmento joven a su cartera de clientes.
Entonces creé una tipología sobre los sentidos sociales del mercado de lujo que nos inspire a desarrollar una estrategia
por tiers y definir el posicionamiento, la identidad y la propuesta de valor de cada una de sus tarjetas.
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