Building a brand: American Express has tied online banking to its already established Web site.(Statistical Data Included)

Advertising Age,  August, 1999  by Cardona, Mercedes M.

Tags: American Express Co., brand, online banking, Web, Web site

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Online banking is creating its own version of convergence in cyberspace.

Credit-card companies and electronic stock brokerages are competing with bricks-and-mortar banks to sell certificates of deposit and checking accounts to the plugged-in masses.

During the past month, American Express Co. and Bank One's First USA -- two of the country's largest credit-card issuers -- both launched online banks. Just weeks earlier, E*Trade, the nation's second-largest online brokerage according to U.S. Bancorp Piper Jaffray, announced a deal to buy Telebanc Financial Corp., the largest ...

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