Strategic Design | marketing & branding thoughts by Nick Rice

Dynamic marketing, branding & design strategies that span the gap between business & creative.


UPS is top American brand w/ CEO's

http://biz.yahoo.com/bizj/060515/1288631.html?.v=2

This paragraph stood out to me:

"Respondents said they ranked UPS highly for being an industry leader, forward-thinking, easy to use, ethical, popular and a growing company. At the end of last year and beginning of this year, DHL carried out a $50 million campaign to promote its customer service. The promotion followed $150 million in ads DHL took out to re-introduce itself to the U.S. market."

Notice that they didn't talk about shipping time, price, or truck color. After $200M+ in advertising, DHL still doesn't make the list.

With CEO's perception is reality. Congrats UPS!

PS. surprise, surprise, look what happens when you're top of mind w/ executives. Funny how that works huh?

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