Express delivery company United Parcel Service (UPS) recently unveiled a re-branding initiative, complete with a new logo and a vision of synchronised commerce as the next wave in global trade.
Dubbed one of the biggest corporate re-branding exercises in history, the initiative involves the world's 11th largest airline, 88,000 vehicles, more than 1,700 operating facilities, and 360,000 employees in more than 200 territories.
But Richard Loi, managing director of UPS Hong Kong and Macau, says the power of the brand lies not in its logo but in 'the promises we keep'.
'The major force behind the UPS shield lies in our talented and hard-working workforce, who embody the attributes that truly differentiate the UPS brand,' he says.
'Retaining and leveraging a talented and hardworking workforce is one of UPS's most important initiatives. Capable, motivated people define UPS strategy. They are our ability to navigate the market, even in the most difficult economic times.'
Established in 1907, UPS has been ranked by Fortune magazine as 'America's most admired' company in the industry for 20 consecutive years.