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Category Archive for ‘Brand Positioning’

Who Cares? Very Few.

You think your logistics business has a compelling value proposition and you try to get prospects to pay attention, but it’s hard. Very few care. You could try and get more people to care.  Think UPS. For years, they told the world “we love logistics,” which artfully begged the question, “Shouldn’t you, too?” But if Read the Full Article

Should Your Logistics Value Proposition Be Accurate or Memorable?

One popular and important marketing exercise is defining a logistics value proposition – your company’s “promise” to the market. You want it to be BOTH accurate and memorable, certainly.  But too many companies focus on the accurate part. They look in the mirror and describe what they see. The result is a stultifying barrage of Read the Full Article

Marketing Logistics Services: Heed Your “Parent” Voice

Conformity is a powerful force. Nowhere is it more powerful than middle school and high school. Parents know it and most of us have made the speech more than once. “Be yourself…Find your own voice…Celebrate your uniqueness… Don’t be a cookie-cutter kid…(fill in your own version)” Despite the speeches, conformity often wins.  Why?  Because being Read the Full Article

Simple and Clear at the Head of the Spear

When I talk about brand positioning and marketing message strategy with logistics company clients, I sometimes use the metaphor of a spear.  You know, that pole with the dangerous, pointy thing at the end. Spears are probably the most commonly used weapon in history.  (At least according to my unassailable source, Wikipedia). They tend to Read the Full Article