Comments on: All branding and no business

By: Rob

Rob — Wed, 28 Apr 2010 08:31:34 +0000

More insight into whether or not Kodak's brand can stand for more than film photography. To the naysayers, apparently the company has been having some success with digital as of late. Why? Because, as suggested here and in my follow up post, they can finally credibly claim they "do more than film."

By: Rob

Rob — Fri, 03 Jul 2009 05:02:29 +0000

Thanks for the comment, Matt. I like your tagline ideas better than what UPS is using. Funny that you mention Staples, though. I think of them for office supplies first, copies second. Apparently their brand is strong enough to stand for both ideas. Or are they really separate ideas? That's the focus of my follow-up post.

By: Matt Miller

Matt Miller — Thu, 02 Jul 2009 19:32:16 +0000

Perhaps I am a little late to this post – I found it through Rob’s comment while reading Laura’s original post. I think you both have valid points.

My question would be, to anyone that argues UPS’s strategy was a good move: “Where do you go to get copies made?”

Personally, I have never went to a UPS store only to make copies. I go to staples. I go to the UPS store to ship packages, and if I need to make some copies (for example of letters or invoices) while I’m there, it’s convienent that copy machines are available. If I’m copying in bulk or printing a business report, I go to Staples.

I think most people would agree.

Considering this, perhaps a better slogan then “We do more than just shipping” would have been “Copy, sort, staple, and ship” or “convenient copies, reliable shipping.” Something to emphasize the convenience and the benefit copy services add.

But thats just my humble opinion, and I’m a marketing guru by no means.

-Matt
twitter: @mattmillerart