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The Logistics of Building a Brand with Chip Humitz

The Logistics of Logistics Podcast

Release Date: 08/27/2020

Discussing the FreightTech 25 with Andrew Cox show art Discussing the FreightTech 25 with Andrew Cox

The Logistics of Logistics Podcast

 and  discuss the FreightTech 25, which is a list of 25 freight technology companies that have been recognized by FreightWaves as the most innovative. Andrew works at FreightWaves and manages the nomination and selection process for the FreightTech 25.   About Andrew Cox  is the Retail Community Leader at FreightWaves. Andrew is also responsible for managing the FreightTech 25 nomination and selection process and is a co-host of the freight finance podcast, . Prior to his current role, Andrew was a research analyst in the Freight Intel Group at FreightWaves....

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Vaccinating the Supply Chain with Andrew Kelley show art Vaccinating the Supply Chain with Andrew Kelley

The Logistics of Logistics Podcast

Vaccinating the Supply Chain with Andrew Kelley  and  discuss vaccinating the supply chain. Andrew is the Chief Commercial Officer at , a company that facilitates secure vaccine transfer for biotechs, manufacturers, labs, hospitals, and clinics. About Andrew Kelley is the Chief Commercial Officer at . Andrew is an experienced technology executive and entrepreneur with over 20 years of experience in supply chain, logistics, SaaS, software, and technology-enabled services businesses. Prior to joining BoxLock, Andrew held leadership positions at Bell Creek Partners, Haulme, Omnitracs,...

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Making FreightTech Sticky with Nick Dangles show art Making FreightTech Sticky with Nick Dangles

The Logistics of Logistics Podcast

Making FreightTech Sticky with Nick Dangles and discuss making freightech sticky. In the podcast interview, Nick provides strategies for developing, marketing, and implementing freight technology that will be sticky. About Nick Dangles is the C0-founder of , a company that helps freight tech companies get their products to market faster and with better adoption. Nick is a tenured veteran of full truckload freight brokerage who has firsthand knowledge of technology’s power in the freight industry. Nick’s operational focus and capacity to find a path forward, no matter the challenge, make...

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What Big Shippers Need from Their 3PL with Andy Nitz show art What Big Shippers Need from Their 3PL with Andy Nitz

The Logistics of Logistics Podcast

What Big Shippers Need from Their 3PL with Andy Nitz and discuss what big shippers need from their 3PL. As the Director of Logistics at a very big shipper, Andy has unique insights into the shipper-3PL relationship. About Andy Nitz is the Director of Logistics at . Prior to joining Daikin, Andy was the Vice President of a management consulting firm. Earlier in his career, Andy was the Vice President of Distribution and Logistics for a privately held safety products company. Andy started his career in logistics and distribution leadership first at Macy's and then at Toys R Us. Andy attended...

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How Will You Compete with Amazon with Charley Dehoney show art How Will You Compete with Amazon with Charley Dehoney

The Logistics of Logistics Podcast

How Will You Compete with Amazon with Charley Dehoney and discuss how will you compete with Amazon. Charley is an entrepreneur, executive, and investor in the logistics and transportation space who has successfully launched and grown multiple companies. About Charley Dehoney is a growth-focused executive, board member, and investor, with more than 17 years of experience at the intersection of transportation technology. He's helped launch, build, and scale companies that have supported hundreds of millions of dollars in growth. Charley is currently serving as President of Fitzmark, a...

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Developing the Perfect Quote with Zeke Ziliak show art Developing the Perfect Quote with Zeke Ziliak

The Logistics of Logistics Podcast

Developing the Perfect Quote with Zeke Ziliak  and  discuss developing the perfect quote. As Global Vice President, Transportation & Logistics Industries at PROS, Zeke, and his team help transportation and logistics companies develop fast and accurrate freight quotes using .  About Zeke Ziliak   is the Global Vice President, Transportation & Logistics Industries at PROS. At PROS, Zeke and his team provide science-based pricing strategies to transportation and logistics companies. Since Joining PROS 15 years ago, Zeke has held various positions of increasing...

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A Better Solution for SMB Shippers with Ryan Collier show art A Better Solution for SMB Shippers with Ryan Collier

The Logistics of Logistics Podcast

A Better Solution for SMB Shippers with Ryan Collier and discuss a better solution for SMB shippers. Small and midsize business shippers face unique challenges. SMB shippers often feel overlooked and undervalued by 3PL and brokers. About Ryan Collier is a Principal Designer at focused on understanding the problem space and designing solutions to meet the needs of transportation professionals. Prior to joining , Ryan designed and led design teams in education, healthcare, and government services. Ryan earned a Master of Science in Human-Centered Design and Engineering from the University of...

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FreightTech for Fortune 500 Shippers with Brad Forester and Mike Mulqueen show art FreightTech for Fortune 500 Shippers with Brad Forester and Mike Mulqueen

The Logistics of Logistics Podcast

FreightTech for Fortune 500 Shippers with Brad Forester and Mike Mulqueen , , and discuss FreightTech for Fortune 500 Shippers. Brad, Mike, and their team at JBF Consulting advise Fortune 500 companies on the assessment, selection, and implementation of supply chain software. About Brad Forester is the Founder and Managing Partner of . Brad is a highly recognized senior supply chain leader with over 23 years of managing, designing, and implementing freight transport technology. He has a unique mix of carrier, shipper, software, and consulting experiences that benefit clients. With...

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Freight Forwarding Catches Up with Sharm Chelliah show art Freight Forwarding Catches Up with Sharm Chelliah

The Logistics of Logistics Podcast

Freight Forwarding Catches Up with Sharm Chelliah and discuss the topic, "freight forwarding catches up" which refers to the recent technology advancements made in freight forwarding that has enabled it to offer a customer experience and visibility on par with tech-enabled 3PLs and freight brokers. About Sharm Chelliah is a Global Account Executive at , a digital freight forwarder, and customs broker. Sharm is laser-focused in achieving Flexport’s goal to make global trade easy and accessible to everyone with total visibility. With 15 years of experience in Healthcare, Retail,...

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Building Supply Chain Resiliency with Richard Sharpe show art Building Supply Chain Resiliency with Richard Sharpe

The Logistics of Logistics Podcast

Building Supply Chain Resiliency with Richard Sharpe and discuss building supply chain resiliency. Because of the supply chain disruptions caused by the COVID 19, companies have a renewed interest in improving supply chain resiliency. About Richard Sharpe is the CEO of Competitive Insights, LLC. As an industry leader for the last 30 years, Richard is a frequent speaker at industry forums and a lecturer at Georgia Tech and is a founding member of the American Logistics Aid Network, a non-profit consortium serving Disaster Relief Agencies. Richard writes the DC Velocity blog on Analytics and...

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The Logistics of Building a Brand with Chip Humitz

Joe Lynch and Chip Humitz discuss the logistics of brand building. As a top marketing and branding strategist, Chip explains the key elements of brand building and how it relates to the transportation and logistics space.

About Chip Humitz

Chip Humitz is the Marketing and Strategy Director at LUDWIG+, a full-service marketing consultancy. Chip has worked in marketing and brand strategy for over 25 years. Chip has significant experience and expertise on both the client and agency side of the business. Chip has held various positions of increasing responsibility with top marketing, advertising, and branding agencies. Chip's experience on the client-side includes stints at top consumer brands including Heinz, Domino's Pizza, and Mahindra Automotive. Chip earned a Bachelor's and Master's degrees in Advertising and Marketing from Michigan State University.

LUDWIG+

LUDWIG+ is a full-service, women-owned marketing consultancy based in Bingham Farms, MI. LUDWIG+ excels in mind-blowing digital technology, infectious social media, brilliant strategic planning, laser-focused media planning, efficient media buying, insightful analytics, and a wicked creative powerhouse.

Key Takeaways: The Logistics of Building a Brand

Brand and Brand Positioning Defined

  • A brand is much more than just a logo or tagline. A brand should create value in the mind of your audience or customer.
  • A brand is a set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
  • Your company's brand is an image or idea that lives in the mind of your customer.
  • Chip shared the following quote about branding, “A brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures” - Michael Eisner, CEO Disney.
  • Brand Positioning can be defined as the positioning strategy of the brand with the goal to create a unique impression in the minds of the customers and in the marketplace.
  • Positioning refers to the place a brand resides in the mind of customers. That brand can be a company’s products and services, or the company itself. It defines the sales and marketing approach used with customers and can even affect the content of business proposals.
  • Brand positioning is typically built around one of the following attributes: price, experience, access, product, or service.
  • A brand value proposition and branding position is developed based on three factors: 1.) what you do as a company, 2.) audience (customer) wants and needs, and 3.) competitive environment.
  • The brand is the salesman that is there when the salesman isn’t there.

The Logistics of Building a Brand

  • Discovery Phase
    • During the discovery phase, the brand strategists will work with your team and customers to deep dive the 1.) audience, 2.) brand, and 3.) competitive environment.
    • Talk with customers to fully understand how your company is perceived
    • Determine what makes your company special – customer’s perspective
    • Customer perspective of your company – what are you know for
    • What does your ideal customer expect? Want?
    • Be completely honest in this assessment
  • Develop a vision of what you want your company to be
    • The vision usually becomes evident during the discovery phase. The branding process articulates and amplifies the positive things that were already happening at the company
    • Pick a niche and then fully invest to own that niche
    • Know everything your ideal customer wants
  • Get the internal team aligned to the vision
    • Make sure the employees understand the vision and why it is important
  • Align the sales and marketing messaging to the vision
    • Update marketing materials, websites, and social media to reflect the new brand

Learn More About the Logistics of Building a Brand

Chip Humitz

Ludwig+

The Logistics of Logistics Podcast