75Signal
Score
Score
M
Marketing Diveby Sara KarlovitchSeptember 1, 2026The UPS Store enlists first brand character to support franchisees
The introduction of Blu, the first brand character for The UPS Store, signifies a strategic move to enhance brand identity and support franchisees through a cohesive multichannel campaign. This approach aims to create a more relatable and engaging connection with customers, ultimately strengthening brand loyalty and recognition.
↑ RisingcampaignstrategyidentityThe Ups Store
Marketing Dive: Blu, a friendly woman wearing a blue UPS polo, is one piece of a multiyear campaign that spans digital, TV, social and print channels.
Intelligence PanelSignal score: 75.3 / 100
Primary Signal
Rising
Signal confirmed across multiple sources — high conviction
Brand Impact
High
Impact score: 75/100 — broad strategic implications for brand positioning
Novelty
Moderate
Novelty: 70/100 — iterative development of an existing theme
Action Priority
Urgent
Respond within 30 days — category leaders already moving
Scoring Rationale
The introduction of a brand character by a major franchise like The UPS Store is significant for brand identity strategies and offers a fresh approach to franchisee support, making it highly relevant for brand strategy professionals.
75
Impact
weight 35%
70
Novelty
weight 30%
80
Relevance
weight 35%
Brands Mentioned
TThe Ups Store
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