Brown to the Ground.

I was talking to one of my colleagues the other day and he brought to my attention the fact that shipping giant UPS has moved away from their "What Can Brown Can Do For You" positioning statement(introduced in early 2002)to "We (heart) Logistics."

I know I'm just an old Arkansas boy, but it seems to me that they've moved from edgy, memorable and customer-focused, to boring, clichéd and self-focused.

I sure wish I had half the money UPS paid for that advice. Further -- as added value -- I would've quickly told them I was just kidding.