UPS: Wishes Delivered

I talk and teach all the time about how it's a marketer's job to find an emotional connection with consumers. For those of us who have been doing it for awhile, it sounds kind of obvious. But it's not always easy, in fact it's rarely easy.

Sometimes it's even hard to imagine finding an emotional connection at all. Like for delivery services like the USPS, FedEx, or UPS...where's the emotional connection in shipping?

UPS found one...by delivering wishes.

The brand started a new charity campaign where it not only donates money for every wish a consumer posts on its site, but it actually delivers on some of those wishes.

Like this one for a little boy in Colorado...

The look on this boy's face is priceless (to coin another brand). He certainly got his wish delivered, along with a relationship that will fuel him for a lifetime.

Now THAT's an emotional connection, separating out UPS from its competitors and building a brand.

What's your experience? JIM.