There comes a time in corporate branding life, where a myth of urban legend actually becomes the thing of possibility.
Hence, the American Express Black Card. And yes, you can Snopes me on that one.
It is known on paper as The Amex Centurion Card, but known in the elite class echelon simply as The Black Card. So Amex has a card, dipped in black with a high credit limit. So what, say you the consumer?
Well, here's the fun part: it's the fact that you even know about it at all. Because you're really not supposed to know.
Shrouded in secrecy, The Black Card is a rare-issued, all exclusive, American Express card issued only to the super wealthy of the world, or basically, those with money to burn. It is beyond Platinum. Credit limit? Their isn't one. Yes, you read correctly, no typo--it's UNLIMITED. In fact, to receive one at all, you have to...well, you have to be...invited. It's not even advertised as a product on their site. You can't just apply. Apparently, when do you receive one, it is brought to your home with a security guard. Goes back to the old "don't call us, we'll call you." Or, "if you have to ask, you can't afford it."
What's brilliant about Amex's product is that it really DID start out as an urban legend. There was a lot of squawking in the 80's about certain high-end people getting a certain high-end card where they were allowed to have anything they wanted just by waving the card in the face of the stunned concierge. But it wasn't even true, until Amex took the idea and ran with in the late 90's, and created...ta da...The Centurion Card...The Black Card.
This is a luxury product from a global brand relying strictly on no print ads, no televised ads, nuttin'--simply word-of-mouth marketing. A classic example of un-marketing.
And apparently--you can get anything you want with the wave of this card. Check out some of the free gifts you receive as a member...or should I say, a members only?
