Who Will Survive in America? For over two centuries, the United States Postal Service (USPS) has provided efficient communication across the nation, reaching its height of success during the 20th century. This boom in business produced an overwhelming number of job opportunities. However, the introduction of new technologies such as e-mail, as well as competing delivery companies, has led to dramatic losses in revenue over the past decade. In order to remain solvent, the USPS must revitalize their current image and reevaluate marketing strategies while also applying modern foundations. Though the USPS has been a long-standing organization, they must rejuvenate their image in order to meet new demands. Stone argues, “A company’s brand is its most valuable tool, or its biggest liability.” Finding and developing a new logo for the USPS would encourage consumer interest and allow them to maintain relevance. With its current brand, “no one really knows what the Postal Service stands for”; therefore creating an entirely new look will convey to the public what they actually accomplish (Source A). The USPS, while an established institution, must not remain stagnant in their branding if they wish to advance alongside society. In order to gain a more positive image of their company, the USPS could also adopt the more “green” initiatives that have become so popular among consumers. One such consumer, Colleen Plimpton thinks “[Junk mailers] are cutting down trees willy-nilly, and that has got to stop.” (Source E). Though junk mail does play a major aspect in the organization’s profits, keeping the interests of consumers such as Plimpton can go a long way in furthering their new image. Every year more and more people are turning to technology to send their letters, as it is more efficient and easily accessible; so why not use this to Postal Service’s advantage? In order