lather, rinse, rebrand

UPS No Longer Cares What Brown Can Do For You

Posted by Shirley Brady on September 13, 2010 10:00 AM

In what it's calling its biggest global marketing campaign ever, UPS is dropping its "What Can Brown Do For You?" in favor of a new slogan, "We [Heart] Logistics." Print, television and digital-media ads in the US, UK, China and Mexico break today. UPS director of advertising Betsy Wilson discusses the new campaign and positioning after the jump.

UPS feels the new positioning is more in line with its value proposition: "Everybody loves something. We love logistics. We love its precision, its epic scale, its ability to make life better for billions of people. Each day, our customers count on us to choreograph a ballet of infinite complexity played across skies, oceans and borders. And we do. What's not to love?"

On that note, as Wilson notes in the video above, the new TV ads feature a jingle set to the tune of the Dean Martin classic That's Amore, sung in Mandarin, Spanish and English with lyrics such as, "When it's planes in the sky, for a chain of supply, that's logistics."

The 103-year-old  company's CEO Scott Davis tells today's Wall Street Journal that the inspiration for the company's first global campaign was research indicating that 70% of UPS's U.S. customers export to just one country, typically Canada. "They are somehow intimidated by the cultural challenges of shipping to other countries," he commented.

Davis added the new campaign reflects the company's evolution since going public in 1999, from primarily shipping parcels, to a full logistics provider.

The Journal adds that Davis sits on President Barack Obama's President's Export Council, a group of labor and business leaders who are working to double U.S. exports in five years: that "goal is 'not going to happen' unless small and medium businesses get comfortable with cross-border trade, Mr. Davis said. He said that the U.S. is in a 'mild recovery' but that 'if you're looking to grow over the next 10 or 20 years, you've got to look at a customer base beyond the U.S.'"

Comments

David Veal United States says:

What great timing. I have a new article on my blog about how to change the way you look at  your business through finding new terms to describe yourself. I'll be sure to add this amazingly cool example to my social media. We can all use a new campaign to help others understand our value for them. Great report!

September 14, 2010 06:45 AM #

Suzan Sheburn United States says:

David,
What is the title of your book and when will it be published? Check out upsbrandexchange.com if you want to include UPS assets in your book.  Thanks for considering our new campaign as a good example!

September 14, 2010 08:05 AM #

Deborah Budd United States says:

Sorry, but I don't see how this campaign improves on "What can Brown do for you?" The old campaign focused on UPS consumers and asked a leading question that invites the consumer "in."  When was the last time you looked at shipping a package and said, "Hey, my priority is how good this company's logistics are"?  People ship packages to the destinations they want, at the best price and on a schedule that fits their needs.  "Logistics" is something the company thinks is cool, not the company's customers.  The old campaign translated UPS capabilities into a message consumers could relate to.  "Logistics" has to be (a) explained, and (b) fails to put the consumer first.

September 14, 2010 12:22 PM #

chris sonjeow United States says:

This is just a guess but maybe their focusing specifically on their commercial customers, for the simple fact that they're the largest revenue stream. They also might be trying a "backdoor". By letting FedEx & USPS battle for the retail customer, they're trying to sneak around back and gobble up more corporate accounts.

September 14, 2010 04:20 PM #

Surrey Wedding Photographers United Kingdom says:

Instead of changing slogans, maybe they should concentrate on sorting out their shocking lack of efficiency.

September 15, 2010 08:33 AM #

Comments are closed

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