Logio, a Czech supply chain management consulting startup, hired Idealisti to help develop its brand leadership in the competitive Czech market. Idealisti analyzed Logio's brand against global leaders and local competitors, finding an opportunity to define supply chain management using the central metaphor of "flow." Idealisti then helped design, implement, and manage Logio's rebranding around this metaphor. As a result, Logio has developed a distinctive brand voice that is improving its business metrics and establishing it as a category leader.

1. Case study
Logio
Developing brand leadership in
supply chain
supply-chain management in the
dynamic Czech market
27.1.2010 www.idealisti.eu 1

2. Developing brand leadership in
supply­chain management
Branding is the Challenge Solution
domain of the Supply‐chain management is From the very beginning we were
big guys – like loogistics. And logistics is about clear about the mission of Logio's
P&G, IBM,
P&G IBM or goods travelling from point A to
d t lli f i tAt rebranding: it should not have
FEDEX, isn’t it? point B in optimum time, size and provided just an appealing facade
quantity. Or is it? If you are set to for the brand.,
We don’t quite become the leader in the very As a result of the excercise, Logio
think so. And competitive supply‐chain
competitive supply chain should have been able to "own" a
neither does our management (SCM) and central metaphora proposition
client – Logio – consulting areas in a fast which would 1) set them apart
developing market, your strategy both from major local players
which is set to might as well be rooted in
might as well be rooted in (like Logicon, KLA, Inventio, PQL
(like Logicon KLA Inventio PQL
go f
from a unsettling the category stereotype and others), and the international
dynamic start-up and trying to define it anew. Your behemoths (McKinsey, A T
to category way. This is what Logio, the most Kearney) 2) communicate their
leader in less successful Czech SCM and pp
holistic and innovative approach
consulting start‐up of recent to supply‐chain management.
then 3 years. years, asked us to help them with
in 2007.
Continued on the next page >
16.4.2008 www.idealisti.eu 2

3. “The final Once we have analyzed the code Methodologically, our study was
the industry uses within the based on semiotic analysis of
analysis helped Czech market and compared it relevant competitive sources ‐
us to develop
p with typical codes of the world‐ mainly websites, company
the central wide leaders, it wasn't too hard brochures, graphical identities,
for Logio to see the window if advertising, PR, and professional
metaphor of opportunity. Whereas all the press ‐ complemented by in‐depth
FLOW .” local competitors and a vast interviewing with industry
majority of international
f l experts, as well as current and
ll d
players spoke (in words, pictures, prospective clients of Logio. The
videos, their graphical identities, final analysis helped us to develop
transport branding etc.) about the central metaphor of FLOW
system, shelves, boxes, having
system shelves boxes having which then became the basis of
which then became the basis of
things in place, strikingly few the brief for designers, PR agency
companies acknowledged that as well as internal communication
SCM ‐ and logistics, as a part of it ‐ within Logio.
has always been about movement
has always been about movement
and delivery: of things, goods, but
also services, data, ideas, and
know‐how!
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16.4.2008 www.idealisti.eu 3

4. We helped to find, subcontract About Idealisti
and steer all the different Today's ideas will become
specialized functions (design, PR, tomorrow's world
communication, event Not only we (still) have ideals but also we
management, webdesign etc.) believe that most of what we experience
today and what makes up our world has
which then brought the brand of been here yesterday in a form of an idea.
Logio to life. We believe in the transformative power
of thoughts (in the form of brands, for
example), in their power to move also
example) in their power to move also
Results very material and sometimes heavy
things like pianos, buildings, cars, jars of
Logio has developed a very face care lotions or even people.
distinctive voice in a category We help create and steer brands – ideas
where having a voice has been
where “having a voice” has been y
which have the ability to animate
organizations, infuse consumption with
viewed as an unnecessary luxury meaning and bring about good things to
until recently. Logio is starting to life. We always do it in dialogue with
those in charge of brands (which is just
reap the fruits of consistent about anyone who has ever heard of the
branding in improved lead
g p brand) and with the notion that all the
ideas­brands will have to compete for
id b d ill h t t f
generation, conversion rate, their existence in the free arena.
employee commitment and
perceived leadership.
16.4.2008 www.idealisti.eu 4