Projects · Verbal Brand, Visual Brand, Activation
Challenge: Since its founding in 1920, C.R. England had grown to where, by 2008, it could legitimately lay claim to the position of the world’s largest refrigerated trucking company. And while such a position would represent an apotheosis for many transportation companies, for C.R. England it represented a limiter to its long-term growth. At the beginning of 2009, company management initiated an ambitious brand revitalization effort designed to anchor the company’s future financial viability and revenue growth by expanding its strategic footprint.
During the preceding 10 years, company management had diversified core-trucking operations (primarily long haul and regional truckload) to include a portfolio of supplementary transportation services: dedicated fleet management, intermodal, and trans-border shipping services to Mexico.
However, sales management suggested the company’s brand image lagged its actual capabilities, a misperception that adversely affected the ability to close new contracts. In other words, customers and prospects had trouble entertaining the idea of shipping dry freight, oversized cargo and containers, or entering into a dedicated services agreement with a company they perceived as a long-haul refrigerated trucking company.
As a result, management undertook a project with TWIO Brand designed to examine the C.R. England brand in detail from both an internal and an external perspective. TWIO Brand conducted a series of direct interviews with employees and customers to better understand the brand’s equity in terms of awareness, association, perceptions of quality and loyalty. A comprehensive, web-based survey was subsequently completed that probed customer attitudes related to competitors, C.R. England’s strengths and weaknesses, and future customer transportation needs. Much of the data gathered from that research became the rationale for brand revitalization that has followed.
Solution: Those recommendations led to implementation of a visual and verbal brand identity evolution. The positioning at the heart of that brand evolution is summed up in the new corporate tagline: Global Transportation. The most visible implementation of this positioning rolled out on the first of C.R. England’s fleet of some 5,000 trailers. Large, colorful banner graphics display the company’s comprehensive portfolio of transportation services.
Result: For the first time in its 90-year history, C.R. England was on track to reach the $1B milestone in 2010. Management continues to pursue additional communication programs that will support the corporate brand transformation campaign to both internal and external audiences.