How UPS Culture and Employees Drive the Brand

Geoffrey Precourt

"Thousands of books have been written [about marketing]," Christine M. Owens, svp/communications and global brand management, United Parcel Service, Inc. (UPS), told the opening session of the Association of National Advertisers 2010 Brand Innovation.

"But most of them are empty. But what it really takes is sitting down with our people – with our partners like with Ogilvy – to figure out what are the metrics [that demonstrated the effectiveness] of marketing. How can we know what drives people to buy UPS? Without that knowledge, we become the first line of cut."

Owens knows the UPS brand from the wheels up: In 1979 she started working with the deliverer as a part-time temporary holiday helper; a year later, she became a full-time driver and was promoted to supervisor two years later. By 1989, she'd become District Manager of Northeast Texas, beginning a series of regional directorships that would include Chicago, West, and Southeast.