PURPOSE
Welcome to the Centurion® Brand and Communications Guidelines. This book will instruct you about important strategic and tactical direction in writing to Centurion members.
In order to further enhance Centurion’s mystique, these guidelines will show you how the brand is best discussed when communicating with Centurion members.
STRATEGIC CONTENT, which includes discussions on the design target, positioning, product promise, voice, and tone.
PRACTICAL GUIDANCE, including samples of appropriate copy, house style, discussions on vocabulary and brand nomenclature, specific guidance on do’s and don’ts for the brand, and a framework for team members to collectively evaluate work.
The end result should be copy that speaks intelligently and respectfully to Centurion members, deepening their relationship with one of the most trusted brands in their lives.
Thank you for keeping Centurion members in mind as you approach your project. These communications guidelines are all part of the ongoing approach to maintaining the rich experience they expect.
CENTURION DESIGN TARGET
american express cardmembers are :
THE ULTIMATE ACHIEVERS creative achievers
centurion members are :
Centurion members are not a different species from other American Express ® Cardmembers. What does set them apart, however, are higher measures of achievement, affluence, influence, and expectations. If American Express were a team, Centurion would be the star athlete.
American Express Cardmembers are Creative Achievers. They are intelligent, professional, and are stimulated by new ideas. They enjoy having access and status, but are still practical and rational. They’re successful without being loud or brash. Wherever life may take them, they relish the journey that lets them create their own path and personal success.
Centurion members are the Ultimate Achievers. They are top-tier performers and influencers in their profession and community. They have risen to the top — not through inheritance but through talent, earned expertise, and hard work. They are comfortable with themselves and their achievements. And yet they continually strive to be, to have, and to experience the best of everything.
Centurion Internal Positioning
Centurion represents the very top of the top — the best of everything in life. As such, our internal positioning ensures the brand will be consistently distinct from the competition.
Beyond First Class and Business Class is Centurion Class. It’s not just a place, but a frame of mind as well. It’s where Centurion members can expect to be treated in ways that few others will ever experience. Centurion Class sits at the pinnacle of the AXP Brand Promise of “World-Class Service, Personal Recognition.”
ALWAYS IN CENTURION CLASS
Centurion Customer Promise
What does “Always in Centurion Class” mean if you’re a Centurion member?
You’ve earned your way to the top. While you don’t feel a sense of entitlement because of your achievements, you do expect to be rewarded with opportunities that are the result of hard work.
“Always in Centurion Class” ensures that you never have to leave the respect, security, pleasure, and mystique of the brand. In particular, you will be:
TREATED WITH THE RESPECT YOU HAVE EARNED
PROVIDED WITH OPPORTUNITIES THAT EXCEED YOUR OWN CAPABILITIES
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EMBRACED AND COMFORTED BY LUXURIOUS EXPERIENCES
STIMULATED BY PEOPLE, IDEAS, ACTIVITIES, OBJECTS, AND PLACES OF INTEREST
SHIELDED FROM INCONVENIENCE AND INCOMPETENCE
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GIVEN ACCESS TO A LIFE FILLED WITH THE BEST OF EVERYTHING
Centurion Member Experience
“Always in Centurion Class” is comprised of four strategic pillars. Each reflects an important core truth about the brand, and requires a communication imperative to follow when creating work for Centurion.
BRAND
Centurion is the Card of real substance and style
CORE TRUTH:
Centurion was created to serve the world’s most accomplished individuals. Other brands have attempted to copy Centurion, but have not captured its audience or allure.
COMMUNICATION IMPERATIVE:
Renew and enhance the Centurion mystique, protecting the brand from third-party negative exposure (media portrayals, cultural references, etc.).
RECOGNITION
Centurion is the ultimate calling card
CORE TRUTH:
Using the Centurion Card means that providers instantly recognize members in situations where they may not otherwise be recognized.
COMMUNICATION IMPERATIVE:
Encourage members to rely on Centurion’s aura, ensuring they will be treated in a class of their own.
ACCESS
Centurion is the Card of extraordinary experiences
CORE TRUTH:
Centurion can provide access to experiences beyond the capabilities of most members.
COMMUNICATION IMPERATIVE:
Tell compelling stories of the brand’s mystique. Centurion has reserved hotel suites that were otherwise unavailable, secured private jets to locations where commercial airliners do not fly, and much more.
SERVICE
Centurion is the Card of true personal service
CORE TRUTH:
Centurion service is at a higher level of customization, intelligence, and relevance than other brands.
COMMUNICATION IMPERATIVE:
Redefine expectations about the nature of personal service.
Centurion service is not about completing tasks, but providing proactive, customized solutions in every aspect of members’ lives.
voice
Centurion members understand the power of personal relationships. It’s a key component to their success. So the voice for writing to Centurion members should always be one of PERSONAL PROFESSIONALISM: familiar, cordial, and helpful, but brief, benefit oriented, and to the point.
Think of the person who runs your company. Then imagine you’re their trusted aide. You communicate in a way that’s personal, but always couched in professional respect.
You know what information they want — their interests, needs, and desires. And you know how to deliver that information succinctly. You tell them the ultimate benefit, without selling them on every last feature. Your job — reflected in your writing to them — is to provide them with information they can’t find anywhere else, often before they even know they need or want it.
tone
As you think about the tone for Centurion communications, think about the simplicity of a restaurant menu. A menu tells you what you’ll see on the plate. It doesn’t waste time on a tale of a magical journey to an unforgettable culinary dreamland.
It’s INFORMATION WITHOUT INDULGENCE.
This is an appealing tone for Centurion members. They don’t want romance as much as they crave efficiency. The romance will come, naturally, in the places they travel to, the flights they take, the hotels they stay in, the meals they eat, and everything else that only Centurion can help them do.
But in our communication, we must always be considerate of the members’ time, their desire for clarity, and their hunger for usable information. Be captivating, but be brief. If your first draft uses 100 words, try another with half that. Choose words based on their ability to illuminate with simplicity, rather than adding layers of opulence.
Centurion Guardrails
Centurion is poised to lead a significant shift from one state to another in luxury brand communication — away from flash and fantasy, and to substance and tangibility. Here are examples of writing that show that shift, supported by Centurion’s four strategic pillars, its voice, and its tone. Keeping these opposite states in mind will help your work stay true to Centurion.
FROM: SUPERFICIALITY
Be seen at the hottest and trendiest hotels, restaurants, boutiques, and resorts. You’ll make a statement wherever you go.
TO: THE CARD OF REAL SUBSTANCE AND STYLE
Centurion membership means you will have access to what you want — when, where, and how you want it.
FROM: EXPECTED COMPETENCE
Enjoy travel around the world in style as you sample an array of the world’s leading hotels, restaurants, shops, vacation adventures, and more.
TO: THE CARD OF EXTRAORDINARY EXPERIENCES
Centurion membership often does the unexpected. One member was automatically upgraded to a hotel’s finest suite after booking a regular room with the Centurion Card. Another was moved to the front of a 50-person waiting list at a luxury car dealership because he paid his deposit with the Centurion Card.
FROM: POLITE ANONYMITY
It is a pleasure to serve you, and we look forward to providing you with special offers created just for you.
TO: THE ULTIMATE CALLING CARD
Wherever you go, you’ll see that Centurion membership earns you personal recognition and private service unlike anything you’ve seen.
FROM: CUSTOMER SERVICE
Reach out to one of our knowledgeable Travel Counselors to arrange flight and hotel bookings for your next vacation.
TO: THE CARD OF TRUE PERSONAL SERVICE
Speak with your Centurion Travel Counselor to plan all travel and lodging arrangements for your next trip. They can also assist you with other amenities to help you make the most of your trip — airport transfers, dining recommendations, even a local guide. Anything to make your trip a memorable one.
Centurion Vocabulary
Writing is a subjective craft, with differing opinions on how ideas should be articulated. Making sure you’re following the proper house style, linking strategically back to the four pillars, and staying true to the voice and tone of Centurion can help streamline these debates. So can the correct choice of words.
Too Basic: interesting rich personalized unusual happiness magnificent quiet letter exclusive luxurious
Too Ostentatious: fascinating opulent bespoke unconventional bliss transcendent tranquility correspondence posh sumptuous
absorbing vivid customized singular satisfaction arresting peace communication private elegant Centurion:
Centurion Nomenclature
Protecting the brand includes usage rules around the Centurion name itself. These basic nomenclature guidelines will help ensure you write about Centurion as an unparalleled membership experience, rather than just another card product:
In almost all instances, you should write “Centurion” when referring to the product.
“The Centurion Card program,” “the Centurion program,” or “the Centurion service” are incorrect usages.
The phrase “Centurion Card” should only be used when referring to the physical Card.
All Centurion service names should start with “Centurion,” as in “Centurion Travel Service.”
Always refer to members as “Centurion members,” not as “Centurion Card members.”
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“Centurion” is always capitalized, while “members” remains lowercase.
The first mention of Centurion should always include the ® mark.
Centurion Do’s & Don’ts
When it comes to writing for Centurion, there is no such thing as a small detail. The following do’s and don’ts may seem like minor items, but they play a significant role in ensuring that our communications remain consistently branded throughout.
01. Centurion uses contractions — they’re shorter and more modern.
NOT CENTURION: It is a pleasure…
CENTURION: It’s a pleasure…
02. Centurion doesn’t ask rhetorical questions that have obvious answers.
NOT CENTURION:
Would you like to see the legendary Sir Elton John in concert? Centurion invites you to attend this exclusive event.
CENTURION:
Sir Elton John and you. A Centurion evening of music and memories.
03. Centurion doesn’t use blind messages in headlines. Be specific about details and Centurion’s role in bringing the opportunity to life.
NOT CENTURION:
Meet one of today’s leading culinary experts.
CENTURION:
Learn culinary secrets from chef Jacques Torres in this Centurion event.
04. Centurion doesn’t use exclamation points. If we’re writing about it, it’s worthy of excitement.
NOT CENTURION:
A gift of timeless glamour, courtesy of Centurion!
CENTURION:
A gift of timeless glamour, courtesy of Centurion.
05. Centurion doesn’t rely on modifiers when the subject or verb is capable of standing on its own merits.
NOT CENTURION:
Happily enjoy luxurious Centurion member benefits when you stay at the brilliantly designed Peninsula Hotel.
CENTURION:
Enjoy Centurion member benefits when you stay at the Peninsula Hotel.
06. Centurion avoids the use of “we.” Whenever possible, use “Centurion” as the first-person plural.
NOT CENTURION:
We invite you to an evening at the Metropolitan Opera.
CENTURION: Centurion invites you to an evening at the Metropolitan Opera.
07. Centurion doesn’t use words such as “free” and “offer.” They are not Centurion-caliber vocabulary.
NOT CENTURION:
This is a free offer for Centurion members.
CENTURION:
This is a complimentary opportunity for Centurion members.
08. Centurion should use bullet points to simplify a series or list of three or more items (such as benefits or event details). This will highlight key messaging while avoiding long-winded paragraphs.
NOT CENTURION:
Centurion members can expect personalized and private service when shopping, dining, staying at hotels, flying domestically and internationally, reserving rental cars, and more.
CENTURION:
Centurion members can expect personalized, private service when: Shopping Dining Traveling
09. Centurion does not use overly complicated language.
NOT CENTURION:
In what way might I provide excellent service to you today?
CENTURION: How can I help you?
centurion house style
A hallmark in the writing of great brands is how they manage editorial structure and information flow. Headlines, subheads, body copy, calls to action, and other elements each play a defined role as part of larger house style. As such, house style can serve as an important branding tool, providing a welcome and trusted sense of familiarity for the reader at a glance.
Adhering to Centurion’s house style is crucial to connecting to our four pillars with voice and tone. When each element plays its specified role, the combined effort provides a consistent manner of delivery for members across all creative platforms. The following pages will show you how headlines, subheads, body copy, calls to action, and other elements work together to create Centurion’s house style.
Centurion brings you an invitation to private getaways
The Blue Sky Jet Membership offers a practical yet elegant solution for your private travel needs. Blue Sky Membership provides guaranteed availability with outstanding service and a world-class approach to safety without a long-term commitment.
Centurion members are invited to join for only $75,000 — 50% off the standard deposit. As an added bonus, you will also receive one complimentary hour of flight time on a Citation Excel.
To redeem, simply call 1-800-941-7618 or visit Blue-sky.com/exclusives.
Partner DM:
HEADLINE:
Written in the personal, efficient voice and tone of the brand, it must strategically link to at least one of the four Centurion pillars (BRAND , RECOGNITION , ACCESS , SERVICE ). The Centurion name should also have prominent mention as the author of the experience.
PARTNER COPY:
A condensed definition of the partner and their program.
OFFER COPY:
Summarizes why this opportunity is valuable to members. Concise, direct, and compelling are key here. Copy should illustrate how the featured opportunity inspires dreams or exceeds expectations. Typically, this is the most evocative, creative message of the piece.
CALL TO ACTION:
Succinct instruction to take advantage of the opportunity, and an invitation to continue to enjoy the benefits of membership. 01 02 03 04
Enjoy this $500 credit toward accommodations in the Tower Suites at King Las Vegas, one of Vegas’ most outstanding hotels and the only casino resort in the world to be honored with the Mobile 5-star and AAA 5-Diamond awards.
Notable ammenities include:
• Five-course dinner prepared in-room
• Exclusive elevator entrance
• Private terrace with pool
• Dedicated butler
To redeem, simply call Centurion Travel Service at 1-877-877-0987, option 1, and mention code E1320347. Expires 12/15/11.
Please feel free to contact us at any time with any request.
Escape to the Tower Suites at King Las Vegas with Centurion.
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Partner E-mail:
SUBJECT LINE:
55 characters or fewer. Must include mention of Centurion.
HEADLINE:
Short, concise, and benefit oriented. Main message must be supported by at least one of the four Centurion pillars.
PARTNER OFFER:
Membership is the reason the reader is receiving this partner message. Copy should be concise, direct, and compelling. It should illustrate how the featured opportunity exceeds expectations.
BULLET POINTS:
Maintain a focused approach by using bullet points instead of lengthy paragraphs.
CALL
TO ACTION :
Succinct instruction to take advantage of the opportunity, and an invitation to continue to enjoy the benefits of membership.
(All key elements should fit above the fold, into the initial reveal window of the e-mail. Limit the need for scrolling.)
Dear Mr. Sample,
Thank you for choosing to become a Centurion® member. You can activate your membership by calling 1-877-877-0987.
Enclosed, you’ll find your Centurion Card, handcrafted from titanium. The conveniences, advantages, and luxuries of membership are outlined in the Centurion Benefits Guide and at Centurion.com.
In order for you to take full advantage of your membership benefits, we must obtain some more information from you. Please visit Centurion.com to complete the enrollment process. If you have questions or requests, our team of Customer Service experts are available to you at any time — for any reason.
Welcome to Centurion.
Sincerely,
Kenneth I. Chenault Chairman and Chief Executive Officer
Print Letter:
GREETING:
Centurion members are always addressed by title and surname. “Dear member” should never be used.
SUMMARY:
Present the main message or member benefit within the first fifty words.
SUPPORTING INFORMATION:
The meat of the correspondence, clearly stating additional details. Aim to achieve this in less than one page of writing.
CALL TO ACTION :
Direct, concise instructions along with a reminder to contact Centurion at any time, for any reason. 01 02 03 04
Evaluating Centurion Work
These guidelines have been written for a variety of users — writers, designers, marketing staff, strategic planners, partners, production staff, and more. While each group brings its own unique talents to the table, each group can also bring separate visions and agendas for how the work should be done.
Collectively, your team will always refer back to these essential questions to judge if the work is appropriately Centurion:
01.
Is the piece concise and to the point?
02. Is Centurion capitalized? Does the first usage of the word Centurion contain the ® mark?
03. Does the piece correctly identify the broader product as “Centurion,” the physical Card as “Centurion Card,” and members as “Centurion members”?
04. Does the piece summarize key benefits through bullet points and not unruly paragraphs?
05. Does the piece use contractions and avoid blind or abstract questions?
06. Does it use Centurion vocabulary? Finding that balance between overly plain words and highly ornate ones is the key to authenticity when speaking with Centurion members.
07. Does the piece convey the Centurion voice and tone? The intent of the piece should be clear without unnecessary flourishes or exclamation points. Speaking with personal professionalism will ensure a sense of respect for the reader.
08. Is it supported by at least one of the four Centurion pillars? Communication must always strategically link back to:
BRAND (the Card of substance and style)
RECOGNITION (the ultimate calling card)
ACCESS (the Card of extraordinary experiences) SERVICE (the Card of true personal service)
Consistently following these guidelines will ensure the brand maintains the high standards members deserve, and allow us to deliver on the promise of “Always in Centurion Class.”
Submitting Your Work
Once your piece is completed, a PDF of it must be submitted to creative@ centurion.com . If you have any questions before the piece is finished, the Centurion team can be reached at the same address.