Why FedEx changed its messaging from giddy to humor to honor

FedEx, the courier and delivery service, has shifted its advertising strategy to reflect a more global, and integrated, brand positioning.

For brands that do business in markets all over the world, global dissonance is changing politics, culture, and economies.

And for a service that whimsically used the world’s fastest talking man as its primary spokesperson – along with a promise to “absolutely, positively” guarantee the reliability of its performance – FedEx’s newest m