Reinvigorating USPS for the digital age

This event report describes how The United States Postal Service (USPS) has met the challenges created by the digital revolution, including significant financial difficulties and poor brand perceptions.

Reinvigorating USPS for the digital age

Stephen WhitesideWarc

Few brands have a history that extends back over two centuries, and an even smaller number can legitimately claim their target audience consists of every single household in America. The United States Postal Service (USPS) is one of them. Yet a uniquely proud heritage and long-standing role in the lives of consumers provided scant protection against the disruptive forces of the digital revolution, which represented perhaps the greatest threat to the organisation in more than 200 years.

"The Postal Service started business 238 years ago, and we continue to be a...

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