Title: VP-global brand management & advertising
Company: United Parcel Service of America
Years in current job: 3
Quote: “This company’s capabilities are maybe not what you think they are.”
The marketing mission for UPS in 2004 was to aptly market a broader set of capabilities that go along with its new slogan "Synchronizing the world of commerce."
To reinforce that message with multiple audiences, which range from shipping managers and senior-level decision-makers to home-based businesses, Larry Bloomenkranz, VP-global brand management & advertising, points to a Toshiba laptop.
Owners of Toshiba laptops can drop off their broken machines at a UPS Store, where staff will pack the computers and ship them via express services to a UPS facility in Louisville, Ky. Another division of UPS will ship repair parts. The kicker? It is UPS technicians, certified by Toshiba, who will repair the notebooks.
"It's not just the same old UPS," Bloomenkranz said. "We are a one-brand supplier up and down the supply chain."
Through print and broadcast advertising, Bloomenkranz's marketing strategy seeks to build on the brand awareness that was generated by the aggressive 2002 "What Can Brown Do for You?" campaign that integrated TV, print, radio and direct mail. Last year's introduction of a new logo, the first one in 40 years for UPS, and the renaming of Mail Boxes Etc. as UPS Store, generated significant marketing buzz, and Bloomenkranz is looking to build on that momentum.
"It becomes an ongoing process rather than a one-time deal," he said. "The trick is to keep it going. That's where we are now, to keep the ball rolling."
Separate advertising is focusing on UPS' global capabilities, but Bloomenkranz says its marketing message has been easier to deliver to a worldwide audience because there is no preconceived image of UPS as a small package-delivery company.
UPS' efforts come as competitors FedEx and DHL are ramping up their own marketing machines. "At the end of the day, there may be a lot of noise, but it's a long-term battle," he said. "Those fights are met where the rubber meets the road."