To dominate a category of products or services, brands are often advised to “own” the word or words used to describe the category.
For example, Crest, the first toothpaste with fluoride, created the “no cavities” toothpaste category.
Domino’s owns the concept “home delivery,” Google owns “search,” and Nordstrom “service.”
Now, UPS is claiming ownership of “logistics.”
UPS Chairman and CEO Scott Davis told The Wall Street Journal he was inspired to create the campaign because 70% of UPS customers in the U.S. export to just one country, typically Canada. “They are somehow intimidated by the cultural challenges of shipping to other countries,” he said.
Says UPS, “The new logistics is more than just getting things to the right place at the right time at the right cost. It’s about using the movement of goods as a competitive advantage. It’s a powerful force for growing your business. You don’t need a large warehouse, distribution center, or global network to access this new logistics. You just need UPS.”
Sounds more valuable than plain old “shipping,” doesn’t it? Take that FedEx and DHL.