In the world of large-scale warehouse automation, FKI Logistex had developed a reputation that created a negative effect on business performance. Since a change in management, the business was in better shape to perform well, but the market didn't have confidence in the brand. The solution for the business was to change the perception from inside to outside, so prospective customers could believe in the change. Without sacrificing built equity in the brand with existing customers, a new company ethos was created with a new set of internal brand values.

 

We introduced ‘A Sure Thing’ as both the external proposition and the internal ethos. By presenting this on all brand and marketing resources - it forced a commitment to honour this bold claim. Previous perceptions of a slow to respond organisation were eradicated and the new brand embodied technology and forward motion. Key factors required when designing and building the world's most complex automated warehouse environments.