Gaining Pricing Power in Logistics with Chip Humitz & Scott Waraniak
The Logistics of Logistics Podcast
Release Date: 08/21/2024
Supply Chain Reset: Overcoming Pharma & Healthcare Supply Chain Challenges with Michael Needham
The Logistics of Logistics Podcast
In “Supply Chain Reset: Overcoming Pharma & Healthcare Supply Chain Challenges”, and , a Principal at Efficio, discuss how to build resilient supply chains using data-driven strategies and a hands-on consulting approach to achieve both cost savings and operational resilience in the complex pharma and healthcare sectors. About Michael Needham is a Principal Consultant at Efficio, the leading global consultancy, dedicated to helping clients achieve their supply chain and procurement goals. Michaël has 20+ years of experience working across the pharmaceutical manufacturing,...
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REPOST: The Revenue Engine with Kara Smith Brown
The Logistics of Logistics Podcast
and discuss the revenue engine. Kara is the Founder and CRO of , the premier B2B marketing and PR firm dedicated to helping logistics companies increase lead generation through targeted marketing strategies and media coverage. About Kara Brown A prominent thought leader in B2B go-to-market strategy, is CEO of LeadCoverage, the pioneering consultancy transforming approaches to PR, demand generation and marketing across the supply chain, heavy industrial, and tech sectors. Her successful corporate career started at Echo Global Logistics where she played a key...
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Beyond LTL & Truckload: The Expedite All Approach to Smaller Truck Solutions with Mike Ernst
The Logistics of Logistics Podcast
In “Beyond LTL & Truckload: The Expedite All Approach to Smaller Truck Solutions”, and , the President of Expedite All, discuss how specialized small truck solutions, spearheaded by networks like Expedite All, deliver efficient, on-demand transportation for time-critical shipments, leveraging cargo vans, box trucks, and straight trucks to bypass the limitations of traditional LTL and Truckload. About Mike Ernst , President of Expedite All, brings over 25 years of experience in the logistics industry to the company. He has held leadership roles such as Vice President of...
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U.S. Maritime Modernization: Policy Driven Changes in Ocean Shipping with Lauren Beagen
The Logistics of Logistics Podcast
In “U.S. Maritime Modernization: Policy Driven Changes in Ocean Shipping”, and , the Founder of Squall Strategies and The Maritime Professor, discuss how recent U.S. policies, like OSRA 2022 and strategic efforts to move supply chains from China, are significantly reshaping the ocean shipping industry. About Lauren Beagen is a seasoned maritime attorney and the founder of and . Ms. Beagen is often called on for her industry expertise by notable trade networks, including features on CNBC and FreightWaves. has extensive experience in oceanborne commerce...
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2025's Top 100 3PLs: How Logistics Giants are Confronting Uncertainty with Seth Clevenger
The Logistics of Logistics Podcast
In “2025's Top 100 3PLs: How Logistics Giants are Confronting Uncertainty”, and , Managing Editor of Features and Multimedia at Transport Topics, discuss the Top 100 logistics companies, 2024 performance, changes to the list, and the trends impacting the industry. About Seth Clevenger Seth Clevenger is managing editor of features and multimedia at Transport Topics. He plans, writes and edits news features for Transport Topics’ weekly newspaper, supplemental publications and . He also creates video and audio content for Transport Topics’ webcasts, podcasts and radio...
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REPOST: A Decade of Loadsmart: A Look Back to Move Forward with Felipe Capella
The Logistics of Logistics Podcast
and discuss a decade of Loadsmart: a look back to move forward. Felipe is Co-founder and CEO of , where they provide logistics solutions powered by industry experts and next-gen technology that lower costs, increase efficiency, and digitize transportation. About Felipe Capella Co-founder and CEO of , a leading digital freight technology company. Previously advised companies on corporate strategy and M&A in Brazil and New York for 8 years. Joined the Inter-American Development Bank in Washington to advise on sovereign guaranteed development...
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REPOST: Beyond the Yard: How Velostics Streamlines Scheduling
The Logistics of Logistics Podcast
and discuss beyond the yard - how Velostics streamlines scheduling. Gaurav is the Founder and CEO of , a company on a mission to revolutionize the logistics landscape. Summary: Beyond the Yard: How Velostics Streamlines Scheduling In this podcast, Gaurav Khandelwal, CEO of Velostics, discusses how their cloud-based logistics software automates scheduling and streamlines processes for shippers, carriers, and logistics providers. Velostics aims to eliminate manual scheduling, reduce friction in the handoff process, and provide user-friendly tools for better...
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The 5 Failures of Final Mile with Jason Burns
The Logistics of Logistics Podcast
In “The 5 Failures of Final Mile,” and , Host of Last2First Podcast and Insurance Producer at CUI Agency, discuss the common mistakes that final mile companies make. About Jason Burns is a native of New Orleans and a passionate business leader in the final mile transportation industry. He is a 2006 graduate of Vanderbilt University where he was a SEC Academic Honor Roll student-athlete in football and selected as the recipient of the Head Coach’s Dedication Award. After beginning his professional career in the parking industry, Jason returned to his hometown to assume a...
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TIA Unpacks Freight: Tariffs, Trust, and the Fight Against Fraud with Chris Burroughs
The Logistics of Logistics Podcast
In "TIA Unpacks Freight: Tariffs, Trust, and the Fight Against Fraud," and , President and CEO of the Transportation Intermediaries Association (TIA), dive into key industry topics. About Chris Burroughs is the President and CEO of the Transportation Intermediaries Association (TIA), a position he assumed in November 2024. With over 14 years at TIA, he previously served as Vice President of Government Affairs, overseeing legislative and regulatory efforts before Congress and federal agencies. Before joining TIA, Burroughs gained valuable experience on Capitol Hill, working for the House...
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RocketFuel: Fintech for Fulfillment with Braden DiCristofano
The Logistics of Logistics Podcast
and discuss RocketFuel: Fintech for fulfillment. Braden is the Co-founder and CEO of Launch Fulfillment and RocketFuel, two high-growth companies transforming the logistics and fintech landscapes. About Braden DiCristofano is the Co-founder and CEO of Launch Fulfillment and RocketFuel, two high-growth companies transforming the logistics and fintech landscapes. Raised in Pleasant Grove, Utah, he served a two-year mission in Jacksonville, Florida, before attending Ensign College. Braden began his career in sales, gaining nine years of experience in sales and leadership—skills that laid the...
info_outlineChip Humitz, Marketing and Strategy Director, and Scott Waraniak, Executive Producer and Partner, at Lunar North, a branding and motion design studio, discuss strategies for achieving pricing power in the logistics industry.
Summary: Gaining Pricing Power in Logistics
Joe Lynch is joined by branding experts Chip Humitz and Scott Waraniak to unpack the critical role of branding in differentiating businesses within the commoditized logistics sector. They delve into strategies for gaining pricing power and discuss how robust branding goes beyond visual identity, encompassing unique values, authenticity, and emotional engagement. Chip and Scott illustrate how companies can break away from commodity pricing to command higher prices and foster stronger customer recognition. The podcast also explores the benefits of aligning with a brand’s ‘true north’ for effective storytelling and marketing effectiveness. With anecdotes from the successes of companies like Yeti and Halo Top, and lessons from tech giant Apple, the episode is a deep dive into the transformative power of branding across B2B and B2C markets.
#BrandingForLogistics
#PricingPowerThroughBranding
#DifferentiateToDominate
About Chip Humitz
Chip Humitz is the Marketing and Strategy Director at Lunar North, a design studio that specializes in motion-first thinking. 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, as well as both B2B and B2C categories. 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 brands including Heinz, Domino’s Pizza, GM Fleet, Ford Parts, Chevrolet, and Mahindra Automotive. Chip earned a Bachelor’s and Master’s degrees in Advertising and Marketing from Michigan State University.
About Scott Waraniak
Scott Waraniak is the Executive Producer and Partner at Lunar North, a design studio that specializes in motion-first thinking. Scott Graduated from the College for Creative Studies with a BFA in graphic design where he fell in love combining good design with functional animation. For the last 15 years, Scott has been obsessed with the world of branding, design, and motion graphics, and how they can seamlessly work together. Long-time motocross racer turned daily cycling fanatic, his life mission is to figure out how to do motion graphics while mountain biking… but that seems dangerous, so he usually performs each activity separately. Scott has designed and animated work for clients such as Ford, GM, NBC, NFL Network, National Geographic, Nickelodeon, and Microsoft. Scott has helped craft brand voices through motion for clients such as Google News Initiative, PACCAR, Newlab, and Lear. If he’s not in the studio or in the woods, Scott can be found enjoying time with his wife, two daughters, and their myriad of animals.
About Lunar North
Lunar North, established in 2012, is a design studio specializing in designing brand journeys by combining the principles of branding with motion thinking. Traditional storytelling and positioning are too static for today’s channel-rich screen-dominated marketing environment. Brands must move, must be brought to life by being steadfastly true to themselves while using motion design to continually build an always intriguing brand journey across channels and across content creators.
Key Takeaways: Gaining Pricing Power in Logistics
- Understand how strong branding can create pricing power in the logistics industry.
- Hear about the impact of successful branding in various industries, from Yeti to the milk industry.
- Gain insights into the role of digital content and screens in engaging customers and branding today.
- Explore the importance of aligning a company’s brand strategy with its ‘true north’ for consistent and effective marketing.
- Learn from the unique approach of Lunar North in bringing motion into brand design. Discover the significance of branding beyond visual identity to differentiate and command higher prices.
Timestamps
(00:00:02) Gaining Pricing Power in Logistics
(00:00:21) Introducing Lunar North
(00:01:27) Branding in Logistics
(00:02:39) The Power of Branding
(00:04:10) Branding in Logistics Innovation
(00:06:29) Branding Beyond Commodities
(00:10:21) Branding in a Commodity World
(00:13:39) Branding Beyond Pricing Power
(00:17:05) Screen Dominance in Content Creation
(00:17:50) Beyond Commodity Pricing
(00:21:27) Branding Beyond Logos
(00:27:37) Defining Your Brand's True North
(00:28:58) Branding Beyond Static Content
(00:31:07) Leveraging Branding in Logistics
(00:35:11) Differentiation in Brand Strategy
(00:38:07) Leveraging Branding in Logistics
(00:41:56) Building a Branded Business
(00:45:06) Aligning Decisions with Brand
(00:46:09) Aligning Brand with True North
(00:48:31) The Power of Branding
(00:52:48) Building Brand for Pricing Power
(00:56:12) Collaboration in Business Partnerships