THE STORY OF AMERICAN EXPRESS IS A
FASCINATING ONE, FILLED WITH INTERESTING
AND SOMETIMES QUIRKY CHARACTERS WHO-
through a combination of brains, perseverance and luck-shaped
the company s development during the past century and a half.
Their vision of what American Express should become has changed
over time, resulting in a company that has had many faces during
its long history. The express company that forwarded freight and
valuables evolved into a company that created and sold financial
products like money orders and travelers cheques. Following an era
of international expansion and an emphasis on the travel business,
the company became an entity perhaps best known for its charge
card. Today, American Express is a global travel, financial and
card services provider.
The attributes that today are the hallmarks of the American
Express brand-trust, integrity, security, quality, customer
service-all have their roots in this compelling and sometimes
amusing story. In this history, as well, are the genesis and develop-
ment of the company s aspiration to become the world s most
respected service brand.
American Express is by no means alone among the list
of venerable Americafi companies that have become household
names around the world, but it is unique. The Coca-Cola Company
still bottles the same product that was perfected and sold in an
Atlanta drugstore in 1886. Levi Strauss ~t Co., founded in 1853,
still manufactures the denim jeans that became its trademark fol-
lowing the California Gold Rush. Procter ~t Gamble was founded
as a soap maker in Cincinnati in 1837, roots that are still reflected
in its current product mix.
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