“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 effecton May 25, 2018.
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?”
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 ofsameness designed to avoid, not attract, attention.
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
The world is small, and getting smaller.
Have you ever been involved in a logistics industry competitive analysis project? This is often a CEO-driven, or even a board-driven, effort to “see how we stack up” and provide data to make strategic decisions.
Coming home from a recent business trip, I was waiting on my flight back to Connecticut and stopped to get some food to take on the plane. My thinking: I’d be travelling through dinner and wouldn’t get home until around 8:30 pm, when it was too late to eat, so why not grab a bite now (Yes, I ate again when I got home).
Conformity is a powerful force. Nowhere is it more powerful than middle school and high school.
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 thin
g at the end.
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