Does FedEx Still Absolutely, Positively Mean Fast?

For over 35 years, Federal Express (NYSE: FDX) has relentlessly delivered the most time-sensitive documents and parcels throughout the world. FedEx famously built its brand around a singular idea:  by coming through when something "absolutely, positively has to be there overnight" (an immortal line first deployed in 1979) as dramatized by John Moschitta, Jr. speaking at 450 words a minute in this 1982 television spot:

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Brand, Identity, Consistency, and Orange Juice

At BrandCulture, we're vehement believers that brand is about a lot more than rigidly adhering to corporate identity guidelines. We love when organizations recognize that stakeholders are loyal not to colors or letterforms, but to the connections those colors and shapes evoke. And we absolutely swoon when we see organizations take that knowledge to flex, adapt, and keep their identity fresh in the marketplace. Some moves, however, just don't make a lot of sense. Take Tropicana. Not l

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Blackwater’s Brand Challenge Runs Deeper than a Name Change

If you read the paper, watch the news, or even scan the first few headlines on your iGoogle page's RSS feeds, you've heard of Blackwater; and you likely first came to know the firm amidst a firestorm of controversy surrounding its activities in Iraq. Sorry - you actually would have heard of Blackwater Worldwide - the organization "re-branded" to that new name in 2007, after 10 years as Blackwater USA. On Val

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Brand Boomerang: The Return of Eliot Spitzer

F. Scott Fitzgerald’s axiom that there are no second acts in American lives does not apply to Eliot L. Spitzer. He has enjoyed several acts (and entr'actes) already. Assistant District Attorney. New York Attorney General. The Sheriff of Wall Street. The Steamroller (a self-generated moniker). Mr. Clean. Democratic Party Super Delegate. Governor. Client 9. And now, Washington Post and Slate magazine columnist.

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One Earnest Brand: Leavitt Delivers

We’d never advocate anything other than leaving branding to the professionals, but we do have to admit that it’s nice to see organizations succeed in building strong brands and cultures without outside help. One company that is getting this right is The Leavitt Group. Leavitt is 46-year-old multi-line network of insurance agencies that has grown to 115 locations, and has reached annualized premium revenues of $1.3 billion.

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There should be logic behind logos

Most marketers, designers, and consultants understand that there’s far more to a brand than a logo, but that doesn’t mean that logos don’t matter. Your brand is the intersection between the promise you make to stakeholders, and the reputation (or lack thereof) you’ve earned in their minds. That reputation emanates from their interactions with your products, your prices, your offices, your stores, your staff, your partners, and anything else that is associated with you. And 99% of the time, thei

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