The new logo will not add to the bottom line, it will probably deduct from it. Dont misunderstand, the graphics are outstanding, but the graphics will not bring in any new customers or increase volume. People and a better world economy will. The new logo conveys even less of a message, than did our old one. The "UPS" logo will keep the general public guessing for years, in what it stands for and what we do. Now we have to educate them one person at a time (good luck marketing and sales department). I think this will prove to be our second mistake. Our first (greed) was to allow Wall Street to dictate the value of our stock price, and now we will have main street dictate to what we do. Perception is reality. With the new UPS stores coming online, the perceptions will be that we are nothing more than what we used to be, a delivery company and now a private mail box company. Nothing more nothing less, who do you think will get blamed for what ever goes wrong at one of these franchises? It has been studied that we always tend tell ten people of our bad experiences to every one of our good experiences. This will prove to be fatal, to our good reputation that we now have in the business world. My predictions for what ever theyre worth are. Soon after our 100th anniversary, these two things will happen. 1. A major RE branding and RE marketing of all our businesses will take place. We must show and tell all our current and potential customers of what we are about. We have many unique related businesses, which simply cant be addressed with one message fits all strategy. Im sorry but the what can brown do for you campaign just doesnt cut it, if attention is the strategy, then fine. But if you want to tell the world of who you are and what you do, then dont say it in riddles, this only confuses the message. A clear and straight forward marketing campaign would likely add to the bottom line. I dont think we want to spend our marketing dollars to win some sort of catchy advertising award. Lets be consistent, in how we spend our dollars. Get the biggest bang for the buck. If we choose not to do this, then take the advertising dollars and give them to every employee. It would be money well spent and a win-win situation would be created. Morale and productivity would increase. Management would receive a bigger MIP. Stock holders would be rewarded with higher share value and increased dividends. There is no better way to celebrate your 100th. Then the world would know how great of a company we really are (Maybe I aught to put this one in the suggestion box. It sounds like a winner.). 2. The UPS store strategy will not work. This is why, Bad publicity. Like I said above, perception is reality, why would we place our good reputation on the line? And allow any individual to bring it potential harm. It took 95 years to get this far, how many years will it take to cause harm? What if franchises begin to fail? What about price fixing? What if we cant deliver on our current strategy? Way to much to put at risk for my taste. Again I must ask. Why are we not spending our dollars wisely? How much more, could we increase our volume with a $81 million marketing campaign possible $162 million if a name change is in order to undo a failed strategy. It would make more sense, if we took these dollars and continue to build the MBE Business, remember that we only paid several hundred million dollars, why would we risk what could amount to $500,000,000.00 if we needed to walk away from a failed strategy? Either by buying out all the franchisees and make all locations company owned, or rename all locations and sell them to someone else.
