Devoted to branding and building and protecting brands

UPS and that horse of the same color – Big Brown – are a match made in brand heaven.  Good for UPS to saddle this horse and make a run for the marketing finish line.  Plenty of the less-than-bold and opportunistic marketing types I’ve known would have found excuses not to jump on this, uh, opportunity (I was going to say “horse” but I’ve beaten the equine metaphor mercilessly already).   Now, if UPS can quantify increased shipment volume during this Triple Crown racing season moment, so much the better. Or maybe they have special set of metrics for the Big Brown campaign. Whatever.  Hey, it’s a natural.  

I never understood why Dos Equis beer, with its Roman Numeral “XX” labeling, failed to jump on Super Bowl XX years ago as a big-time marketing platform.  UPS did the right thing and I hope it’s great race tomorrow at Pimlico.  I have no bets down, BTW.  I just like to watch. And it's almost post time.