11:18-13:09 Data-Driven Customer Insights: Jelenek explains that by analyzing customer behavior and preferences, Amex tailors its offerings to meet the evolving needs of its members. For example, insights from customer data lead to the continued creation of benefits that appeal to millennial and Gen Z cardmembers, who value travel and dining experiences. Brands should leverage customer data to gain insights into consumer behavior and preferences, enabling them to offer personalized and relevant experiences​​.

08:41-10:23 Adapting to Changing Consumer Trends: American Express is 174 years old and continues to evolve its brand to stay relevant with younger demographics. This includes partnerships with contemporary cultural icons like Olivia Rodrigo and events like Coachella, ensuring the brand remains culturally relevant and attractive to new generations. Brands must continuously adapt their marketing strategies to align with changing consumer trends and preferences, particularly those of younger generations​​.

18:15-19:45 The Role of Content in Brand Expansion: Jelenek underscores the importance of content creation in extending the reach of live events and experiences. By generating engaging content around events like the US Open and Formula One races, Amex enhances its brand visibility and connects with a broader audience. This content serves both to retain current customers and attract new prospects. Brands should invest in high-quality content creation to amplify the impact of their events and engage a wider audience through digital platforms​​.