Happened to study a little bit about the logistics business in the context of a new business lead over the weekend. The logistics of logistics are quite overwhelming- eg. UPS, which has developed a new strategy for reinventing its brand for the future will take 6 years just for the visual identity change to take place because it involves 88,000 vehicles, hundreds of airplanes, over a million uniforms and nearly 2000 locations/facilities. Fedex saved millions of dollars in printing/painting cost when it shortened its name for Federal Express. Here is an interesting speech by the marketing head of UPS to announce the context of the band revamp. It explains in fairly simple terms the complexity of examining and nurturing an organization brand.
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