It’s amazing what a recession can do. Two years ago the venerable brand American Express was running a commercial featuring Beyonce and her “difficult” life, which included personal assistants, international travel and the disruption of turndown service in her plush hotel room suite.

The campaign was about not having time to shop or worry, two things that “being a card member” would save. Well, the recession changed things. People aren’t worried about if they have time to shop, they are worried about how they are going to shop at the grocery store and feed their family on a reduced salary.

Being the marketing powerhouse it is, American Express re-evaluated its campaign and brand identity. A clear example of Woodbine’s Principle #2, “Make the Brand Stand for Something Bigger,” Amex repositioned its charge card as a tool to get through the current difficult times. Rather than focusing on ease, this campaign focuses directly on the real problems consumers have, such as faulty products, or products that were lost or stolen and how using your American Express card can help.

Amex isn’t offering any new products — these card features were in place two years ago — but rather is making the brand stand for something bigger in the eyes (and hearts) of consumers.

Access was great during the boom, but now safety, security and comfort in the purchases you can afford to make is a much more compelling value proposition.