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For many marketers, color has become a key to brand identity

We need to make brown cool.” It was only a passing comment by a UPS manager, complaining about his company’s old-fashioned image to staffers at The Martin Agency during a shoot for a 2000 Nascar promotion. But the idea of defining UPS by its unassuming color stuck with creative director Cliff Sorah and his colleagues, who have parlayed it into a campaign that makes brown a symbol of the company and its expanded services.

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