Supply Chain Expertise and Technology Blog by TMC, a division of C.H. Robinson

Archives for July 2011

Building the Logistics Brand

Value of a brand

Apple is the world’s most valuable brand according to media research company Millward Brown Optimor in its 2011 study of the Most Valuable Global Brands. The study measures the share of company earnings driven by brand identity.

Many attributes contribute to the value of a consumer-facing brand. There are personality type characteristics such as “friendly” and “trustworthy” as well as qualities like “value for money” that are more service oriented.  Read More…

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There is Some Light in the Tunnel

Freight industry and the economy

The Council of Supply Chain Management Professionals (CSCMP) published the 22nd State of Logistics Report last month, and it offers some sober reading. But it also contains a message we always try to affirm in this blog: that the freight industry has the creativity and tools to lighten the economic gloom.  Read More…