Griffin Kinetic is an established logistics service provider in the marine and offshore industries. In 2007, when the company began offering special transports for the pharmaceutical and biotech industry, this created some confusion for its customers. They questioned Griffin Kinetic's logistics capabilities given that the transport needs for pharmaceuticals are quite different from that of the marine and offshore industries.
FT Consulting did a 360 degree brand review for the company, tapping feedback from the company's partners, customers, and internal staff. The results were a surprise for the management, who realized there and then that there wasn't a deep enough appreciation for the strong logistical abilities of the firm. We realigned the brand strategy, leveraging on the company's reputation as a leading logistics provider to create a new brand name for the move into specialised logistics services. The pharmaceutical arm was renamed GK Pharma, and the marine and offshore logistics arm stayed with the name Griffin Kinetic. The holding company was renamed GKLOG Holdings. FT Consulting revitalised the brand identity and also helped develop a communications plan to broadcast the new brand image.
The Leap Forward
The branding process helped the company to get reacquainted with its roots, in short the company's DNA, and as a result, it is now moving confidently into the future. Customers are taking more notice of the company. Even the staff, who actively participated in the branding process, have developed a strong sense of ownership of the company and its core values. They are the brand champions