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Well, what excites me about marketing is really understanding what drives a brand. And at
the heart and soul of any brand is the team members that interact with customers every
day. One of my favorite sayings is the brand is the sum total of the individual experiences
someone has with a company. And while a website, an on line ad, a traditional 30 second spot
all impact the brand, at the end of the day it’s the FedEx team members that really
do make the difference and are the true brand ambassadors. And so one of the most important
things I think about every day is to how to make sure that our team members are going
above and beyond to represent the FedEx brand. And that’s where a program we called the
Purple Promise comes into play. And the Purple Promise simply means, I will make every FedEx
experience outstanding. And that’s a lofty goal, but our team members buy into that because
they understand their role in building and supporting the FedEx brand. And every time
I see one of our team members that goes above and beyond, that energizes me more than any
digital media strategy or any 30 second spot, because they-- that tells me they understand
that they’re what’s important.