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May 8, 2013

Case Studies | Federal Express | Part Three

This radical change was indeed risky, since conversion to the new brand architecture involved a large capital investment during a period of complex organizational and technological changes. And it involved extension of the hugely valuable FedEx brand into new areas of service and operations. But, you become a breakaway brand by taking risks. The best strategies emerge from leadership that has confidence in their vision, point of view and experience.

The success of FedEx branding has been driven by smart instinct, swift decision-making and compelling execution, with the role of research often being to validate and provide executional guidance,” says Gayle Christensen, FedEx managing director of brand management.