In an economically turbulent time, does fear, uncertainty and doubt (FUD) about “the other guy” work? It seems to be effective in our political process. How about in the business community? I often wonder what effect this approach may have on both the short-term Relationship Currency® with that brand and in the longer-run, what about the organization’s Reputation Capital®?
Here is the latest FedEx campaign on the “published reports about DHL’s reduced capabilities…”
What do you think?