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,...