Want to know what the U.S. Postal Service is doing with all those rate hikes? Self-promotion.
It’s not all bad. I found a little gem written by Steve Cuno for the online version of the Postal Service’s Deliver magazine. Here’s a quick summary of his piece on re-branding.
Mr Cuno takes exception with the term re-branding and instead favors morphing a brand. Pepsi is a great example. The company’s recent “re-brand” does look remarkably like the old Pepsi logo. The product didn’t change. The distribution channels didn’t change. The colors on the box and a simplified mark have morphed the brand to target a market–not sure which one.
Unfortunately, the article fails in its attempt to tie re-branding, or morphing, to direct marketing. Mr Cuno states, “No logo or tagline can save a company without the substance to back them.” This is true. Perhaps the best conclusion we can draw from his article is that in direct marketing you strive for action, purchase, revenue, or movement. The brand alone won’t deliver; it’s the substance.
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