This reminds me of when enterprising designers in the 1990s wanted to change the color of UPS trucks from brown to...something else. UPS is one of the most human-engineered companies--they slice fractions of time off driver actions in order to speed delivery. (Stick your key ring over your pinky finger so you don't mistakenly leave truck keys at 5th Floor reception.) Their original external advertising slogan to customers, "We're the tightest ship in the shipping business" (Martin Puris) was also their internal mantra, because they wanted to become the tightest ship in shipping. Their vision was global supply chain logistics…

Patrick Hanlon

Nontraditional, people-first brand evolutionary, author of “Primal Branding,” TEDx, YouTube Creator Academy, PRIMAL.LIVE, founder primalbranding.co &Thinktopia®

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