There are only 47% of Americans feel proud of being ones. People have low trust in the national institutions, laws have separated families at the border, and businesses have valued profits over principles. Moreover, the nation is divided.
We learned that the Postal Service is tirelessly serving the nation until the last miles despite America today. It’s dedication, intrepid, and resourceful spirits made realized that what they had done is to make America delivers and grow.
‘America Always Delivers’ is the new positioning we purposed. America is the states, the small businesses, and the people. The Postal Service is enabling America to deliver with them through their reliable and inclusive services.
We used and focused on specifically America because they are part of the national institution, and they can own the word.
This positioning is the umbrella of the four executions we recommend for the Postal Service as the starting point to shift people’s perception of the company.