I think that one of the major differences between the two companies is in each's corporate sense of humor. Whereas FedEx has always displayed an easy, fun-loving approach to their commercials, UPS has always just had straight-forward, no-nonsense approach.

excellent quote! My opinion is that UPS has sooo much potential to gain more revenue through the marketing, but they are failing. Whiteboard (my opinion sucks) targets one group and excludes the rest. This time and age money is everything as we all know. I think that UPS needs to show that all products are available to the average consumer, not the International consumer who needs to re-direct their package from one country to another.

People spend their money where they feel comfortable. Sometimes that 'Straight and forward' approach does not work.