Category Archive for ‘brand positioning’

Use the New GDPR Legislation to Rethink the Way You Market

“GDPR.” You’ve likely seen those four letters pop up in your news feed and inbox quite a bit recently. Those letters are short for General Data Protection Regulation – a law created by the European Union (EU) to give its citizens the ability to protect their personal data and online privacy. It went into effect

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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

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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

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Choosing a Brand Name: What Not to Do

When choosing a brand name for your logistics service, it may be more useful to understand what NOT to do. A recent trip a New York City gave me some good examples. I was in Brooklyn for a meeting and needed to travel across the East River to Lower Manhattan. My Brooklyn-based colleague cautioned against

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Small World Marketing and the Logistics Industry

The world is small, and getting smaller. When clients are looking for specialty services, their search can go world-wide. What are you doing to attract them, stand out, and avoid the crowded middle?

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Is Competitive Analysis Worth the Time and Effort?

It’s smart business to be aware of what your competition is doing. But be careful that the effort does not become a primary focus. If you have plans for a large-scale competitive analysis, here are some reasons to re-think how much time and resources you expend on the effort.

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Don’t Be A Wimp: Boldly Promote Your Logistics Business

Don’t worry too much that your message is not on exactly target or fiddle around with variations of features and benefits. Put yourself out there. Say something provocative – and do it in a way that forces people to react to it or consciously ignore it.

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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

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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

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