You know what is so great about Fed Ex? There's only two outcomes, it either gets there on time or it doesn't. No gray areas, only black or white.
What percent of Fed Ex shipments make it to the designated point of arrival on time? A lot, right. A very high percent, like over 95% or something like that, right.
Tell you the truth, I can't remember, even though I've read the stat a bunch of times.
But I do remember this ... Fed Ex - When it absolutely, positively has to be there overnight.
You can almost hear the argument between the irrational agency creatives and the objective Fed Ex executives, who pride themselves on living in the real world ... People won't remember a jumbled, double-speak tag line - better to use a simple, impressive data point.
People distrust and hate data but they love stories, especially when the story matches what customers dream about and the brand lives the story consistently and transparently.
O.D.O.o.O.D.B.
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