New Breed Logistics


Logistics Rebranding. New Breed Market Share

Logistics Rebranding

New Breed Background

Logistics Rebranding

Logistics Rebranding. New Breed is a leading provider of supply chain network solutions. Offering world-class capabilities in facility implementation, physical distribution, information services, and supply chain management.

They have helped their clients succeed by achieving strategic supply chain-related business objectives for more than 30 years.

The New Breed model is very attractive to clients, leading them to continued investment in New Breed solutions.

Being in an extremely competitive market space, New Breed came to Stealing Share for help in identifying a position that they could own in the market space. One that separated and differentiated them from the myriad of competitors.

Logistics RebrandingLogistics Rebranding. The Old Brand Promise

The brand promise was  generic. it was a category benefit that identified the brand as delivering timely and dependable logistics. And, in a cost effective manner.

In the logistics category it is a table stake. It described the reason all 3PLs claim as its focus and business value.

The Stealing Share Logistics Rebranding Process

Our behavior model identified some important trends and beliefs that needed to be verified in the market research. One of these would change the face of all viable third party logistics providers (3-PLs). (Read our brand process here)

“Finding opportunity in change” was his single greatest concern. These findings, among many others, were infused into the New Breed brand. This rebranding of New breed is a perfect example of how a powerful rebranding does not have to include a new logotype.


Logistics Rebranding. The Work.

Logistics Rebranding. The following is the body copy from the new series of ads.

Logistics Rebranding“Supply chain management is such a common business tool that its uncommon potential is easily overlooked.

We design and operate supply chain solutions for a new breed of company that recognizes supply chain management as a strategic weapon.

New Breed’s expertise, technology and physical infrastructure help you harness the power in your distribution system and find the opportunities in a changing marketplace — propelling your business to new levels.

Call 1.800.4.NEW.BREED or visit today and let us show you how powerful a weapon your supply chain can be.”



 Read about a smarter way to market Logistics here

Read about the rebranding of Trivantage.

A market study on the Logistics Category

Smart Logistics.