The Clarity of FedEx

FedEx planeThe World On Time.

Those four words summarize the FedEx marketing message. And, it’s brilliant.

What do I care about if I’m going to use a package shipping/delivery service? Reach and speed. Reliability. The heft to get it done fast and consistently. FedEx says they’ll get it anywhere (the world), and I can count on it (on time).

That’s what I care about if I’m an individual, a corporate professional, or a supply chain director.

The World On Time.

Contrast this with UPS’s misguided efforts to sell common people on the concept of “Logistics”, their phrase “Synchronizing the world of commerce” painted on trucks, and the sad effort to personalize a color (“What can Brown do for you?”).

That kind of marketing message is too much effort, trying to educate an entire marketplace with abstractions. Leave logistics to the supply-chain, operations-level people.

The World On Time is all I need to know. That’s the power of a clear, succinct, on-target message.

That’s clarity.

About these ads

About Steve Woodruff
Steve Woodruff is a blogger, a Connection Agent, and a consultant in the pharma/healthcare industry. He specializes in helping people and companies make mutually beneficial connections.

One Response to The Clarity of FedEx

  1. Pingback: Be a Fog-Lifter (part 3) – Distill « Connection Agent

Follow

Get every new post delivered to your Inbox.

Join 151 other followers

%d bloggers like this: