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Challenges and Opportunities at the United States Postal Service.
The USPS is one of the largest and most important organizations
in the world - in any sector. Today, it faces serious challenges
caused by a changing mix of mail, increasing Internet usage, and
growing competition in the package delivery market. But the USPS
also has significant opportunities to increase its efficiency and
deliver on its mission - if it acknowledges and embraces
its role at the center of the mail "ecosystem".
Brand Equity from a Systems Dynamics and Decision-Making Perspective.
In the private sector, brands are commonly understood as either
communications tools or financial assets, but the two perspectives
are more often confounded than reconciled. GivingWorks founder Nazir
Ahmad, working with a group of executives from major US consumer
companies, articulates a new approach to branding as the stewardship
of a resource of trust which can be grown or depleted. This conception
of a brand applies equally well in the social sector.
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