From the course: Marketing Foundations: Integrated Marketing Strategies
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Bring your value proposition to life
From the course: Marketing Foundations: Integrated Marketing Strategies
Bring your value proposition to life
- What's your story and what are you doing to tell it? In the early 2000's UPS was looking for a new marketing campaign. Something to reestablish their brand as a premium international shipping company. Unfortunately, the marketing team was stumped and when leadership pressed them on the issue the team basically said, "What can we do?" "We're a brown company.". From the other end of the room a member of the upper management team shot back, "Oh yeah, well let me tell you" "what this brown company can do.". Then he launched into a speech about UPS' commitment, the quality, and strong sense of identity, and its pride in its distinctive brown trucks. Everyone could feel the electricity in the room and as the manager finished his speech everyone realized they had captured the very essence of the UPS story and they found their new slogan. What can brown do for you. According to Stanford professor Jennifer Aaker, stories are up to 22 times more memorable than facts alone. In order for…
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