The United Parcel Service, UPS, is a global delivery company that has been in operation since 1907. Undergoing several different brand revitalizations, UPS has remained consistent as a leader in the logistics industry. Its advertising campaigns have fluctuated over the years, attempting to reach new demographics and portray itself as a technological leader in the industry. Its brand rhetoric strategy revolves around presenting its strengths as a delivery service provider and building an emotional connection with its audience through reliability and dedication.
Ethos (Authority)
UPS places minimal focus on building its present authority, instead relying on its powerhouse presence. Since its inception in the 1910s, UPS has only undergone three updates to its branding, staying consistent with a powerful reputation.
Pathos (Emotion)
The slogan “what can brown do for you?” is a simple yet effective emotional appeal to audience looking for a reliable delivery service. UPS goes above and beyond the usual scope of logistics customer service, illustrating the sentiment with an elementary question. This call out presents no pretense or complexity; instead, it delivers and embeds a certain feeling that UPS is willing to do whatever it takes.
Logos (Logic)
Recently, UPS has been putting a greater emphasis on its logistics capabilities. UPS has always been a focal point of efficiency and reliability, but its recent advertising campaigns have been drawing out that characteristic as much as possible. Making minute changes like minimizing left turns and finding optimal road patterns have helped UPS remain as environmentally friendly and as cost efficient as possible. UPS mentions this whenever possible.
UPS’s showcase blend of customer commitment and overall efficiency make it a precise and tactical yet emotional example of brand rhetoric.
