""As Delta's brand started to move and people started to see it as a premium brand, as a differentiated experience, Amex was critical to that because we see Amex as the premium credit card in the business.""
""We would have difficulties with Amex because we could never figure out whose customer it was. Amex thought it was their customer because they had the credit card. Delta thought it was our customer because we're providing the experience.""
""It's our customers. And let's stop fighting about who's getting what size slice, and figure out, how do we make the pie bigger?""
""Those are the most successful relationships. It's not when one brand is taking more than the other, but when both brands work together to grow their customer base.""
In 1996, Delta Air Lines partnered with American Express to launch a co-branded credit card, allowing users to redeem Delta SkyMiles. By 2025, this partnership generated $8 billion, representing about 10% of Delta's revenue. CEO Ed Bastian noted that the card's spending approaches 1% of U.S. GDP annually. Initially, Delta and Amex faced challenges regarding customer ownership, but a pivotal conversation led to a collaborative approach, focusing on expanding their mutual customer base rather than competing over it.
Read at Fortune
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