Global shipping and logistics leader, FedEx, wanted to transform its customer on-boarding experience. The goals: create a simpler, more integrated program with a friendly voice; deliver more-robust and relevant online information; and ultimately reduce fulfillment costs.
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FedEx wanted to articulate a point of view that represented the power of its global network and wide interests of stakeholders companywide. The thought leadership program needed to answer the question: What is the greater benefit FedEx provides to the world when it delivers more than 10.5 million packages a day?
To be effective, a thought leadership platform must:
- Be relevant. Find common ground that is meaningful to FedEx customers, its communities and its own business objectives.
- Connect to purpose. Support the FedEx purpose to connect people and possibilities around the world.
- Own a position. Stake out a simple, ownable position that sets the stage for emotional storytelling as proof points: A connected world is a better world.