Megan Harvell and Jessica Alley went whale hunting. If you’re going to rebrand a brand, why not pick one that was originally headed by Benjamin Franklin. I guess that qualifies as a tired and sleepy brand.
After a little research, they identified the SWOT, (Strengths, Weaknesses, Opportunities, and Threats) of the USPS. For physical delivery of mail, I think they have a good monopoly on mass physical mailing. Let’s call that a Strength. Electronic mail? What may be considered a Weakness is actually a big Opportunity.
Remember the USPS motto?
“Neither snow nor rain nor heat nor gloom of night stays these couriers from the swift completion of their appointed rounds (including the World Wide Web).”
Introducing your United States Postal Service email account.
Have a beef with your senator? Email him. Want to sign up for your local congressman email blasts? Just click the “opt-in” button. Or maybe you forgot who your congressperson is? There’s an app for that. Need to keep track of your tax returns? Check your SENT folder. Connect with troops, courts, state parks, federal or local legislation.
Obviously, there are security issues and identity issues. But we seem to have solutions in place for getting a drivers license and passport.
This is a terrific example of identifying the core purpose of your “brand” and how it helps identify the services it should provide. Not a campaign concept, but a brand concept.
If Benjamin was around today, I’m sure he’d approve.
Congrats to Megan Harvell and Jessica Alley, the creative team that birthed the creative and won a Silver ADDY in the process.