Delivering a world-class rebrand

Link Logistics needed to powerfully upweight awareness of their brand beyond Denmark, conveying their class-leading capabilities to both B2C and B2B companies, to increase market share and accelerate growth.

The logistics market is a dated, heavy industry, often characterized by an outdated approach and image. However, it’s also a market that is continuously on the rise, driven in particular by a surging eCommerce trade forecasted to grow.

Because the market has few USPs, most players offer the same core products and service claims: A-B delivery, convenience, customized solutions, etc. making differentiation a key challenge.

Equipped with a distinctive brand promise and unusually high customer satisfaction, Link just needed the right agency to unify their brand promise and deliver its potential.

CBC specializes in simplifying communication challenges for clients, so we were well-placed to help Link leverage and amplify their promise to 'simplify complex logistics'.

We began by clarifying and consolidating the key insights, messages and value proposition, mindful of competitor claims, to carve out an ownable space in the market and deliver a compelling point of difference.

Having defined the communication strategy and marketing KPIs, we developed several creative directions to explore how best to enhance and activate the brand – distinctive ways to reach new customers, improve closing rates and drive retention based on the promise of simplicity powered by great people.

“Simply connected” was chosen as the new tagline, reflected by a simpler new design and communication style which flowed through numerous launch deliverables – including a new website, compelling social activity and ongoing thought-leadership content, and supported by an accessible design guide showing their organization how to follow our lead.