Howard Davidson Arlington MA - UPS is changing its course. A blog post.
Howard Davidson from Arlington Massachusetts is marketing guy who helps brands connect with target audiences.
www.howardjdavidson.com
Howard Davidson writes about about advertising, social media and marketing with a touch of sarcasm.
Howard Davidson Arlington MA - UPS is changing its course
1. UPS Is Changing Its Course
by
Howard Davidson, Arlington, MA
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2. Spurred by the various wunderkinds
of digital entrepreneurship, UPS is
now changing its course.
Slide By :- Howard Davidson Arlington MA
3. Once known for their signature brown
truck, the company’s new coat of brand
paint looks more sleek and tries to be hip.
And from what I can tell, the new
marketing strategy isn’t even about
shipping; it’s about being cool. Take the
slogan: it went from “What can brown do
for you?” to “We [heart] logistics”.
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4. Hotshot millenials don’t want to think
about a clunky old truck slogging through
the mud delivering their products at any
speed. It’s all about a beautiful, seamless
masterpiece of international commercial
movement, or as Ad director Betsy Wilson
described: “a ballet of infinite complexity
played across skies, oceans and borders”.
Yeah, ok.
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5. Technology rules us all in some way, and
what some are calling the “post
adolescent CEOs” want to hear about
how cutting edge their technology is,
not just its quality.
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6. The ‘selfie’ ridden millennial
generation has even seeped its way
into the visual of UPS’ ads. Check out
and compare the 1992 images to
today’s. The older one shows a decked
out UPS truck, while the other shows
YOU, a customer
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7. This pretty radical rebranding also falls
in line with a recently planned reach into
Asia for UPS, which would make their
ballet even more expansive and
intricate.
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8. A lot of companies look like they’re
getting off their ‘you kids get off my
lawn’ syndrome and starting to listen
to the preferences of millennials. I
guess the more money these
whippersnappers get, the more brands
will be made in their likeness.
You win, hipsters.
Slide By :- Howard Davidson Arlington MA