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Commercial Logistics
Post acquisition, a commercial freight organization needed to understand the relative brand equities that it (as the acquirer) and the acquired brand brought to both shippers and carriers of each organization.
Type: Brand positioning
Audience: Shipper and carrier decision makers for commercial freight
Markets: USA
Methodology:  One hour in-person and remote in-depth interviews
Solution
A series of remote online and in-person in-depth interviews with shipper and carrier stakeholder decision makers of each of the brands involved.Â
Outcome
Having determined these relative strengths and weaknesses, the client and agency stakeholders were able to create a brand positioning & messaging that optimally conveyed the most relevant and compelling elements of the combined companies to carriers and shippers.Â
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