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BUILDING A BETTER BRAND STRATEGY For better or for worse, your shipping strategy delivers more than product. Here’s how to harness logistics to drive brand strategy.

By Matt Weickert



hat exactly is brand strategy? Essentially, this is a strategy to distinguish a company or products from its competitors. The aim is to create a lasting (positive) impression in the minds of customers. We don’t have to venture far from the original meaning of “brand” related to marking permanently with a hot iron to understand this concept of distinguishing a product from the herd. The concept of branding transcends any one department. When it comes to e-commerce, the logistics portion of an operation can have the largest direct influence on the customer purchase experience and, therefore, brand strategy. Doubters of this claim can simply be

PARCEL Nov/Dec 2017  

PARCEL Nov/Dec 2017