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New Name and Identity
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Urban Express messenger service is the largest and most successful service of its kind in New York City. PROBLEM Over the last five years Urban Express has changed dramatically, expanding into a true specialty logistics company. SOLUTION We worked with the senior executive team to develop a new brand position reflective of the entire collection of businesses. We developed a new name for the company and then created four business sub-brands, as our positioning process made clear that the name of the company had to evolve because the company's growth was not fixed on urban markets alone and needed to have a more powerful business-to-business appeal. RESULT After the introduction of this new branding package, they have gained access to previously inaccessible prospects, even in these challenging economic times, increasing their business by 18% with additional new large accounts on the horizon. |
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