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?