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 effecton May 25, 2018.

Read the Full Article

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?”

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 ofsameness designed to avoid, not attract, attention.

Read the Full Article

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

Read the Full Article

Small World Marketing and the Logistics Industry

small_worldThe world is small, and getting smaller.

Read the Full Article

Is Competitive Analysis Worth the Time and Effort?

Is Competitive Analysis Worth the Effort?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.

Read the Full Article

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

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).

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.

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 thinrealistic 3d render of spearg at the end.

Read the Full Article