Gaining Pricing Power in Logistics with Chip Humitz & Scott Waraniak
The Logistics of Logistics Podcast
Release Date: 08/21/2024
CargoRex: Building the Google Search of Logistics with Blythe Milligan
The Logistics of Logistics Podcast
and discuss CargoRex: building the Google search of logistics. Blythe is the Founder of both Digital Dispatch (logistics marketing services) and most recently CargoRex, a technology platform designed to unify and empower the logistics ecosystem. About Blythe Brumleve Milligan is the Founder of both Digital Dispatch (logistics marketing services) and most recently CargoRex, a tech platform aimed at connecting and empowering the logistics ecosystem. In 2008, Blythe Brumleve was working as a waitress and a blogger with a dream of owning her own company when she received an opportunity to work...
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T-Rex Prestige Worldwide: Thriving in a Down Market and Having Fun with Tyler Hildebrand
The Logistics of Logistics Podcast
and discuss T-Rex Prestige Worldwide: thriving in a down market and having fun. Tyler is CEO of Express Logistics Group, a T-Rex Prestige Worldwide company, based out of Cincinnati and Chicago. About Tyler Hildebrand is CEO of Express Logistics Group, a T-Rex Prestige Worldwide company, based out of Cincinnati and Chicago. Born and raised in southern Ohio, Tyler is the son of a cop and crime reporter who met at the scene of a homicide. After spending years in creative fields as an artist and filmmaker, and in higher education as an instructor and administrator, he found his way to the...
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Farelanes: Real Time Lane Pricing for Everyone with Neal Huffman
The Logistics of Logistics Podcast
and discuss Farelanes: real time lane pricing for everyone. Neal is the Chief Executive Officer and Co-founder of Farelanes, a company specializing in providing real-time lane pricing data for the logistics industry. About Neal Huffman is the Chief Executive Officer and Co-founder of Farelanes, a company specializing in providing real-time lane pricing data for the logistics industry. Neal has over 40 years in software development, innovation, and product management rollouts spread across the telecommunications and enterprise software industries. He played a role in the first Fiber to the...
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Taking the Uncertainty and Risk Out of Freight with Erika Voss
The Logistics of Logistics Podcast
and discuss taking the uncertainty and risk out of freight. Erika is Vice President of Information Security at DAT Freight & Analytics, the largest truckload freight marketplace in North America. About Erika Voss Dr. , with over two decades of experience, has held high-level positions at companies including Capital One, Microsoft, and Amazon Web Services. Currently Vice President of Information Security at DAT Freight & Analytics, she leads the vision, strategy, and execution of advanced security protections. Recognized as a leader in her field, Erika has been honored with the CISO's...
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CloneOps AI: AI Phone Operations Always Turned On with David Bell
The Logistics of Logistics Podcast
and discuss CloneOps.ai: AI phone operations always turned on. David is the Co-founder and CEO of CloneOps, a technology company that empowers teams by automating repetitive tasks, freeing them to focus on high-impact work and reach their full potential. About David Bell is the Co-founder and CEO of CloneOps, a technology company that empowers teams by automating repetitive tasks, freeing them to focus on high-impact work and reach their full potential. A seasoned leader with over 30 years of experience, David began his career in the transportation industry in 1995, rapidly progressing to...
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REPOST: Greenscreens: Benchmarking for Shipper Success with Matt Harding
The Logistics of Logistics Podcast
and discuss Greenscreens: benchmarking for shipper success. Matt is Chief Technology Officer at , a freight-tech company on a mission to rock the freight world through accurate predictions, actionable insights and cutting-edge technology. Summary: Greenscreens: Benchmarking for Shipper Success Discover how technology is revolutionizing the shipping industry in this insightful podcast. Joe Lynch chats with Matt Harding, CTO of Greenscreens.ai, about harnessing the power of dynamic...
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Zero Trust in Action: Illumio's Approach to Ramsonware Defense with Trevor Dearing
The Logistics of Logistics Podcast
and discuss zero trust in action: Illumio's approach to ramsonware defense. Trevor is the Director of Critical Infrastructure Solutions at Illumio, the most comprehensive Zero Trust solution for ransomware and breach containment, protects organizations from cyber disasters and enables operational resilience without complexity. About Trevor Dearing has been at the forefront of new technologies for nearly 40 years. From the first PCs through the development of multi-protocol to SNA gateways, initiating the deployment of resilient token ring in DC networks and some of the earliest use of...
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How Bloodhound is Transforming Cargo Security and Tracking with Dan Hendrix
The Logistics of Logistics Podcast
and discuss how Bloodhound is transforming cargo security and tracking. Dan is the Director of Business Development for Bloodhound Tracking Device, the new standard in track and trace technology. About Dan Hendrix is the Director of Business Development for Bloodhound Tracking Device, Inc., where he leads efforts in bringing cutting-edge tracking and security solutions to the supply chain industry. He also moonlights as the Vice President of Business Development for Findafitt.com, a platform dedicated to helping military veterans transition into meaningful civilian careers. Dan is...
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Freight Brokerage Tech Trends with Kevin Hill
The Logistics of Logistics Podcast
and disucss freight brokerage tech trends. Kevin is the Owner of , a sales and marketing research firm that helps companies sell to freight brokerages across North America. About Kevin Hill is the Owner of Brush Pass Research, a sales and marketing research firm that helps companies sell to freight brokerages across North America. Kevin has more than 10 years of experience in the freight industry, both as a sales executive and a media producer; his mission is to help freight sales professionals grow their business and reach their goals. Previously, Kevin founded...
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Vendorflow: Better Communications for Trucking Teams with Eric Rodriguez
The Logistics of Logistics Podcast
and discuss Vendorflow: better communications for trucking teams. Eric is the CEO and Co-Founder of Vendorflow, a unified communications solution for trucking fleets and freight brokers. About Eric Rodriguez is the CEO and Co-Founder of Vendorflow and has spent the last twelve years in venture-backed technology startups in product and sales management roles. Eric got his start in trucking technology in 2018 at NEXT Trucking in Los Angeles, CA, where he met technical Co-Founder Greg Bujak. Eric holds degrees in Economics and Business Administration from UC Berkeley. About Vendorflow is a...
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