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.