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
18 PARCELindustry.com NOVEMBER-DECEMBER 2017
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