Starting with Service

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Our founder, Jim Casey, understood from the very beginning, that all things being equal, it’s people’s perception that can make you, or break you. In that way, we feel pretty fortunate. After all, people love the truck, right?

So, that being said, what’s your experience?

And how, over 100 years time, did the “Brown” you know today come to be?

Well, maybe you always knew UPS as “Big Brown”. Or perhaps you first heard of “Brown” through our ads. But really, we’ve only been advertising as “Brown” for the past 5 years.

In fact, did you know that UPS, now celebrating its 100th anniversary, has only been advertising nationally since the early 1980s?

“What,” you might ask, “75 years without advertising?” – how did UPS ever grow?

Today, it seems that so many companies build a brand – define themselves - through marketing and advertising messages – through telling people about themselves.

But the UPS of today was built through experience – through serving customers. The telling came later. The Brown of today was built through strength of vision, a strong sense of service, and responsibility. Take a few minutes, and learn about the leaders who shaped the brand you know today.

The first of those leaders was Jim Casey. He was a lot of things to UPS. He was our first and the longest-serving Chairman and CEO. He was one of the four original founders of UPS. He was a man with a unique, respectful vision of management and responsibility that guides UPS to this day.

The statistical information included here was current at the time it was published in 2007. To see more recent statistics, visit our pressroom.

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