Marketing is a funny thing. For most companies, marketing to just one customer segment is hard enough. Try marketing to every customer segment. In the world. That’s effectively what American Express is now doing. Amex card products span from the only-for-the-invited Black Card all the way to its PASS prepaid card for parents to give to teens — and a whole lot of products in between. This requires brand building on a wildly diverse scale, best exemplified by Amex’s excellent Instagram feed, which currently counts more than 26,000 followers. The feed doesn’t just show images from Amex’s promos, but include behind-the-scenes shots of everyone from the model Molly Sims to Donna Karan to “Bizarre Foods” chef Andrew Zimmern. For American Express, the coolness of its brand is in its range, and we dig it.

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