The $3.6 Billion Dollar Brand

The sometimes elusive concept of “brand” is very real and useful to businesses and organizations of all kinds and sizes. A brand encompasses an array of tangible and intangible elements, from a company’s name and logo to consumers’ expectations of a particular product or service. For instance, the names and logos of Mercedes Benz and Lexus usually make people think of reliable, well-built, luxury cars. Wal-Mart and Target are most often associated with large inventories of everyday goods at discounted prices.

 

Keepin’ It Simple?

Steve Jobs was famous for the ingenious simplicity of his designs. And, of course, his single button iPhone, now the standard in smart phoning, is a great testament to the value of simplicity.

As in design, simplicity in pricing, and a related simplicity of choices, are appealing to consumers. There is even empirical evidence that consumers will buy more when they aren’t overwhelmed with too much clutter and too many choices.

 

What should be the top priority for capital investment?

For the first time in years, the U.S. Postal Service has money to invest in its future. Postal officials have said they expect to spend about $2 billion on capital projects in 2015.

There’s a good chance most of that investment will go toward revamping the 190,000-vehicle fleet – one of the Postal Service’s most pressing needs. Our audit work found that the Postal Service’s vehicle fleet is adequate for delivery needs only until about 2017.

 

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