In the late 1970’s, FedEx, a multi-national conglomerate company which specialized in global delivery services launched an advertising campaign that became their mission statement and philosophy. “When it absolutely, positively has to be there overnight” appeared in their print ads, their television and radio commercials, and on flyers, and signage in their ubiquitous storefront counters. The statement encapsulated the messaging from FedEx: if you can’t afford a delay, use us. FedEx would describe the tagline as “more than a slogan—it was a promise that demanded trust”. FedEx grew meteorically through the late 1970’s and into the 1980’s. Their brand remains today and they are synonymous with not only global delivery, but e-commerce business solutions.
