Saturday, May 26, 2012

Fred Smith's Advice

At Chief Executive, you can read FedEx CEO Fred Smith's top five insights. Here's one:

Make reputational intelligence a priority: 
Your reputation is different from your brand. Smith notes that FedEx sells trust (e.g. the promise that medical equipment will make it to important destinations) and not just package delivery. You need to know what your brand is really about and emphasize it.

1 comment:

Fregard Mosform said...

The fifth point mr. smith made sure sounds like it has a lot of potential. Maybe that's what companies shipping to france and other foreign destinations could do as well, to augment their income.