USPS Promotes its Unhackable Human Touch in Face of Historic Losses

We're all for depending on the incredible power of branding, marketing and advertising. But there are certain business models that require more than a modern-day Don Draper handling the creative in order to reinvent themselves for new times. And the U.S. Postal Service is one of those brands.

Challenged by email and the web, and bleeding money like direct marketers bleed junk mail, the federal government's mail-delivery service is losing billions of dollars a year for American taxpayers.

Fighting for its life, the USPS is implementing severe cost-cutting measures — closing hundreds of post offices and processing facilities, threatening to eliminate Saturday delivery — as it looks to address today and tomorrow's needs.

A new vision isn't a luxury, it's a necessity, as America's postal service is expected to report a loss of $10 billion this fiscal year.Continue reading...