Issue link: http://www.insightdigital.biz/i/147468
of discussions about what sets RGL apart from others in the industry, they came up with the catch phrase, "Go ahead. Ask what if." "When we are at our best, we're asking a lot of questions and coming up with solutions," Johnson says. "(What if) really does describe what we do when we're at our best." RGL Vice President Jim Rasmussen agrees that the catch phrase is ideal. "The 'what if ' concept ties exactly to our culture. It is who we are. It's what we've always been. "It's not about us. It's about the customer," Rasmussen says, noting that they research their customers before they meet them, aiming to learn their challenges and solve them by asking "What if?" Natalizio says, "When we hit it (that phrase), it was kind of an epiphany." While the rebranding effort took more than a year, it was a collective effort that involved all levels. Johnson says it was essential to get buy-in and input at all levels, including 300 employees at the company's several Northeast Wisconsin locations. "There has to be alignment both inside and outside," Natalizio says. Rasmussen adds, "For us to act that way externally, you have to live that way internally." RGL's people vision recognizes the critical role played by each employee, and the company plans to continue developing and implementing safety, wellness and training programs. "It is vital that our employees feel ownership of the work they do and that they go home every day feeling safe, healthy and fulfilled," Johnson says. Changes have been rampant in the logistics world – beginning most notably with the deregulation Get ready... On the web www.rgllogistics.com of trucking in the 1980s. But now, under the "power of one" company, the leaders at RGL feel they are better poised to not only continue to offer the company's many services, but to also expand opportunities for employees and provide a clearer explanation for customers of what RGL does. And through it all, Johnson says RGL's goal is to grow the company to $125 million in annual sales in five years. And with a refined brand and message, the 110-year-old company looks forward to moving ahead with renewed enthusiasm. "It's been really neat to see the energy," Johnson says. "We have to celebrate all these ideas; it builds on itself." ial Spec nce orma r perf xka by Bo Saturday, September 14, 2013 Fox Cities Stadium – Appleton, WI gates open at 9:30 a.m. • Kids games • Face painting • Inflatables • Driver simulators • • • • Mascots Real race cars Raffles Food and more! AdmiSSion iS A $5 pArking fee per vehicle All Proceeds Benefit ial Spec ces rman perfo oxkar by B Get set... GO! w w w. i n s i g h t o n b u s i n e s s . c o m /RaceForAReasonWi • catalpahealth.org A u g u s t 2 013 • Insight | 41