Jul
11
UPS’ Kevin Warren Transformed the Stodgy Brand Into Something ‘Unstoppable’
Posted in: UncategorizedWhen Kevin Warren took on the role of UPS CMO in 2018, he faced a head-scratcher of a problem. The company was losing market share with small- and medium-sized businesses despite their dependence on a shipper like UPS. Warren’s team surveyed customers, including a persona test, and discovered that customers pegged UPS as an older,…
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