14.04.2023 www.idealisti.eu 1

Logio

Developing brand leadership in supply-chain management in the dynamic Czech market

Case study

www.idealisti.eu 216.4.2008

SolutionFrom the very beginning we were clear about the mission of Logio's rebranding: it should not have provided just an appealing facade for the brand., As a result of the excercise, Logio should have been able to "own" a central metaphora proposition which would 1) set them apart both from major local players (like Logicon, KLA, Inventio, PQL and others), and the international behemoths (McKinsey, A T Kearney) 2) communicate their holistic and innovative approach to supply-chain management.

ChallengeSupply-chain management is loogistics. And logistics is about goods travelling from point A to point B in optimum time, size and quantity. Or is it? If you are set to become the leader in the very competitive supply-chain management (SCM) and consulting areas in a fast developing market, your strategy might as well be rooted in unsettling the category stereotype and trying to define it anew. Your way. This is what Logio, the most successful Czech SCM and consulting start-up of recent years, asked us to help them with in 2007.

Branding is the domain of the big guys – like

P&G, IBM, or FEDEX, isn’t it? We don’t quite

think so. And neither does

our client – Logio – which

is set to go from a

dynamic start-up to category

leader in less then 3 years.

Developing brand leadership in supply-chain management

Continued on the next page >

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Methodologically, our study was based on semiotic analysis of relevant competitive sources - mainly websites, company brochures, graphical identities, advertising, PR, and professional press - complemented by in-depth interviewing with industry experts, as well as current and prospective clients of Logio. The final analysis helped us to develop the central metaphor of FLOW which then became the basis of the brief for designers, PR agency as well as internal communication within Logio.

Once we have analyzed the code the industry uses within the Czech market and compared it with typical codes of the world-wide leaders, it wasn't too hard for Logio to see the window if opportunity. Whereas all the local competitors and a vast majority of international players spoke (in words, pictures, videos, their graphical identities, transport branding etc.) about system, shelves, boxes, having things in place, strikingly few companies acknowledged that SCM - and logistics, as a part of it - has always been about movement and delivery: of things, goods, but also services, data, ideas, and know-how!

“The final analysis helped

us to develop the central

metaphor of FLOW .”

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We helped to find, subcontract and steer all the different specialized functions (design, PR, communication, event management, webdesign etc.) which then brought the brand of Logio to life.

ResultsLogio has developed a very distinctive voice in a category where “having a voice” has been viewed as an unnecessary luxury until recently. Logio is starting to reap the fruits of consistent branding in improved lead generation, conversion rate, employee commitment and perceived leadership.

About Idealisti

Today's ideas will become tomorrow's world

Not only we (still) have ideals but also we believe that most of what we experience today and what makes up our world has been here yesterday in a form of an idea.

We believe in the transformative power of thoughts (in the form of brands, for example), in their power to move also very material and sometimes heavy things like pianos, buildings, cars, jars of face care lotions or even people.

We help create and steer brands – ideas which have the ability to animate organizations, infuse consumption with meaning and bring about good things to life. We always do it in dialogue with those in charge of brands (which is just about anyone who has ever heard of the brand) and with the notion that all the ideas-brands will have to compete for their existence in the free arena.