More “rebranding”: Express Mail becomes “Priority Mail Express”

expressThe US Postal Service’s obsession with “branding” continues- the agency has announced that it will be dumping the Express Mail “brand”, replacing it with “Priority Mail Express”. While Express Mail was never a huge source of revenue for the USPS, it has been a small but steady financial contributor since the USPS introduced the overnight delivery concept on an experimental basis in 1970.

Since that time, however, technology has provided faster and cheaper methods of transmitting important documents, the mainstay of the overnight market. While some of the slack has been taken up by the delivery of online merchandise orders, the vast majority of those items are shipped by less expensive alternatives like Priority Mail. This has resulted in a shrinking overnight delivery market for the USPS and its rivals, FedEx and UPS.

The USPS, in what seems like a bit of wishful thinking, believes it can reinvigorate its overnight business through the magic of “branding”. Here’s what it told the PRC in a filing this week:

While Express Mail has long served as the Postal Service’s fastest mailing/shipping service, revenue and volume figures for this product have stagnated in recent years. In an effort to refresh the public’s awareness of Express Mail, the Postal Service decided to change the product’s name to Priority Mail Express. The name of Express Mail International is also being changed to Priority Mail Express International to preserve the current naming/packaging relationship between the products. It is hoped that these name changes will help reinvigorate Express Mail by leveraging the widespread recognition of, and positive associations with, the Priority Mail® brand.

  • mjamison

    This may have more to do with consolidating Priority and marketing a Priority continuum. For several years the policy has been to get retail clerks to upsell to Express. Some marketing genius probably decided that task would be easier if Express mail was the premier form of Priority.
    Conceivably this makes the sales script easier to deliver and may actually get (deceive) a few more customers into sending items at the more expensive rate. The Express service will likely become the first Priority option on POS and just as many offices don’t even mention cheaper alternatives like parcel post or media, it may happen that Priority, other than flat rate doesn’t get mentioned and the default choice becomes the “new and improved” Priority Express.

    • @!@#f$%*(&

      Maybe Priority will be downgraded to 3-4 days and Priority Express 1-2.

  • justme

    Someone wanted to give someone else a bonus for doing what we already do.

  • Joe

    what a dumb idea, but that’s to be expected. All those new PSE will put in the Priority mail stream

    • Window Clerk

      You just have to laugh. We have a hard enough time explaining all the different rates and rules we have to the customer. Why dont we work on simplifying the mail options
      and getting it there when we say it will instead of renaming things that have been that way forever. Maybe then we could gain some business and go back to what our name implies-US Postal SERVICE!

  • James Martin

    Brilliant….now lets confuse customers a little more….

  • GM

    Can I send this package by Express Mail, I mean Priority Express Mail? Oh wait, just Priority Mail instead. But you have Parcel Post, I mean Standard Post option, as well Media Mail? I’m confused; what will be the best option for me to choose from? Customers will be confused, never mind the workers who do not receive updates on the new options available…

  • Mike Shaw

    Another executive decision from the VP Usless Changes.

    The geniuses that decided on this change will probably tell us to scrap $2M worth of old express boxes before we receive the new “rebranded” boxes.

  • Philip M. Ocoin

    When broke, spend more…’s the postal way

  • Jacquelyn M Burrows

    just another idea from someone justifying their over paid job. I heard. too, that all these PM jobs are open and that no one wants them. The mail keeps getting delivered so why not alleviate PMs and their big salaries…..

  • aryam079

    Customer: I’d like to mail this priority mail.

    Clerk: Would that be priority priority or priority express?!?

  • aryam079

    And who is getting a hefty pay raise for this moronic idea?!?

  • G-Man

    All part of the plot to cause us window clerks to drop dead from stress and frustration. Its designed to kill us or make us quit. Screw management…

  • minoconnor

    Time to hire a Vice President of rebranding!

  • Christine

    The new change is kind of like changing a Gold Medal to a Silver Gold Medal.

    This is the most confusing thing ever. When my Priority Package didn’t make it to it’s destination in time the customer is yelling at ME for not shipping it guaranteed priority. What is Guaranteed Priority? Already confusion… Clearly she didn’t know that would have cost $30, and was not the service she wanted. After explaining that the post office actually misrouted her package and may have lost it (it’s still missing) she redirected her anger at the Post Office.

  • ricknicklas

    They put all their efforts into putting lipstick on the government pig. The executives responsible should be fired and the mail service sold to private industry.