Insight on Business

August 2013

Issue link: http://www.insightdigital.biz/i/147468

Contents of this Issue

Navigation

Page 50 of 92

in focus { s m a l l b u s i n e s s } By S haron Ve rbete n What if? Green Bay logistics firm undertakes rebranding A brand takes shape The new name, RGL, honors Russell G. Leicht, who founded Leicht 110 years ago. With such a long history, taking on a rebranding wasn't done lightly. But it 40 | Insight • Au g u s t 2 013 Sharon Verbeten R ebranding is more than coming up with a new name and logo. It's about tapping into the mission of the company – both inside and out. That's the challenge RGL Logistics faced about a year ago, when it began the process of rebranding its three businesses – Leicht, Checker Logistics and RGL Specialty Services – into one core company. "Companies need to have visions and challenging goals," says CEO Bob Johnson. "Our vision is to revolutionize logistics." With three companies in two locations (Green Bay and Neenah) under one umbrella, RGL sought to realign as a more cohesive, recognizable and workable brand. "We've gone through a lot of changes," says Johnson, who has been with the company 12 years. The company expanded its logistics offerings to include transportation brokerage and contract packaging. "As we started doing that … we thought, 'What are we doing as a company?'" The complicated world of logistics was changing, and Johnson realized it was a "good time for the company willing to take advantage of the changes going on." RGL Logistics Vice President Jim Rasmussen, left, and CEO Bob Johnson, at the company's Green Bay warehouse. was really the company's core goals that led its leaders, along with a consultant, to hone in on their new brand. "This process makes you rethink your culture," Johnson says. "It's fundamental to your business." In doing so, RGL hired Mike Natalizio of HNI Risk Services, a business advisory firm in New Berlin. Through months of in-depth discussions with customers, staff and leadership about the company and its structure, goals and mission, Natalizio zeroed in on what he calls "the essence" of the company. "You want a brand people can connect to," Natalizio says. "We wanted it to be authentic and real." As a result w w w. i n s i g h t o n b u s i n e s s . c o m

Articles in this issue

Archives of this issue

view archives of Insight on Business - August 2013