I got some sort of offer in the mail from American Express the other day. The introductory paragraph states “With American Express, enjoy the benefits of up to 5% cash back, forward-thinking design, and the long-standing tradition of American Express Service excellence.”
Intrigued as to how forward-thinking design applies to Am Ex, I read on. Unfortunately the notion of design didn’t show up anywhere else in the letter, so it’s a bit hard to know exactly what aspect of the card or service they are considering “forward-thinking” in its design. Two possibilities come to mind:
- American Express knows I work in the design field, and have cunningly persoanlized the opening message. Seems possible but unlikely. (What would they say for those in the culinary field, for example? “Forward-thinking flavor profile”?)
- American Express is using “design” gratuitously because it’s the hot trend of the moment and goes along with their “innovation” message mentioned elsewhere in the ltter. Hmm, more likely.