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As the creator of overnight shipping, Federal Express was at risk of losing its premier position in the market to UPS, DHL and others who claimed to provide equal or better shipping solutions. By taking ownership of 'FedEx' as the industry bar-none, the creation of a brand that was bold, clean and superior to all others was implemented across all touch points globally over a 3-year period phased implementation program. Members of the Advancement Branding team were a critical piece in the successful design and implementation of the brand now recognized around the globe as 'FedEx, the world on time'. back to clients |