UPS has been synonymous with excellence in package delivery since 1907.
While parcel delivery remains an integral component of the company's business,
UPS officially "untied" the package from its logo on March 25, 2003, delivering its
first brand change in more than 40 years.
But that change far exceeded a revamped logo. Instead, it was emblematic of
UPS's transformation into a provider of comprehensive services far beyond
package delivery to include the transportation not only of goods, but also
information and funds.
UPS's challenge: Alter perceptions of UPS as just a package company by
introducing and reinforcing UPS's ever-expanding capabilities to a broadened
business audience. To achieve that, individual target plans melded into one
cohesive and integrated master UPS brand plan. Tactics included:
- Logo Redesign - It is the largest corporate re-branding effort in history to create
and apply a new look to the world's 11th largest airline, 88,000 vehicles, 1,700
package facilities and hundreds more supply chain facilities, 70,000 drop-off and
retail access points, and more than 1 million uniform pieces, to name a few. The
effort also included a new graphic and messaging system system for all internal
and external communications. Working with FutureBrand, UPS spent nearly two
years on strategic research and detailed logistical planning to achieve a look
reflective of the UPS business strategy.
- Synchronizing the World of Commerce - UPS adopted this phrase to further
communicate its global reach and to clearly identify the company as owner of the
world's most extensive supply chain network and intellectual capital to provide for
the movement of goods, information and funds.
- PR Campaign - Events in more than 30 cities worldwide were planned.
(War in Iraq would later shift focus to employee-only events.) In New York City,
CEO Mike Eskew unveiled the logo for a crowd of hundreds of UPS employees
while the first newly branded jet aircraft made dramatic maiden landing for
employees at the global air hub Worldport in Louisville, Ky. Events followed in
Europe, Asia, Canada and South America. Additionally, UPS Public Relations
developed an award-winning Web site, available in eight languages, to explain
UPS's evolution of capabilities: www.pressroom.ups.com/brand
- Advertising - UPS released three versions of the broadcast
commercials "Anthem," linking the synchronizing commerce message with the
ongoing "What Can Brown Do For You?" campaign. A simultaneous print
campaign introducing synchronized commerce launched March 25 with a three-
page ad in The Wall Street Journal.
- Direct Mail - The campaign, consisting of a teaser postcard, promotional
solicitation mailer and a reminder postcard, focused on closing the sale for
international, overnight and ground business.
While choreographing these activities, the team remained vigilantly mindful of
another key project under way: the rebranding of 3,000-plus Mail Boxes Etc.
centers to The UPS Store, just two weeks after its own rebranding. It marked one
of the largest franchise rebrandings in history.
Despite scaled-back worldwide launch plans, March 25 and the days following saw nearly 93 million print, broadcast, and online media impressions, generated by
global public relations efforts. The advertising campaign also resonated with key
decision-makers. An NFO Worldwide tracking study showed the brand made
significant gains in responses like offers a broad range of services -- clear
recognition of UPS's expanded capabilities.
Direct mail efforts achieved a 10.5 percent response rate, a 36 percent attainment
rate and increased total package volume of targeted customers by 4.39 percent.
List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
Provide a brief (up to 100 words) biography about the leader(s) of this nominated organization:
As senior vice president of worldwide sales and marketing of UPS, John
Beystehner directs electronic commerce, advertising, customer relationship
management, product development, customer service and sales.
Under Beystehner's direction, UPS launched its largest and most aggressive
advertising campaign. The What Can BROWN Do For You?SM campaign has
allowed UPS to illustrate its expanded capabilities in logistics, freight forwarding,
customs clearance, technology and finance.
Beystehner subsequently led his teams to institute one of the largest and most
complex branding initiatives in corporate history - changing the UPS logo for the
first time in more than 40 years.
