United States Postal Service summons superhero to rescue brand

This event report explains how the United States Postal Service (USPS) partnered with Sony Pictures, the film makers, to work with Spider-Man.

United States Postal Service summons superhero to rescue brand

Geoffrey PrecourtWarc

Imagine a brand that consumers all over America faithfully rely on at least five days a week but that regularly scores at the bottom of brand-favorability indices. Imagine a brand whose senior management keeps cutting back services, raising prices, and relying on marketing to put a favorable face on performance.

"But the truth is the United States Postal Service (USPS) is an extraordinary organization with tremendous amounts of technology that help to drive all of the things we do," Nagisa Manabe, USPS chief marketing and sales officer,...

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