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BRANDING NEWS: Ryder re-energises brand for new service-based proposition

Ryder has begun an “aggressive” European marketing programme, following the launch of a new brand positioning in February, aimed at clarifying its areas of expertise and new service-based proposition.

The brand positioning brings together the three strands of the Ryder business – commercial vehicle rental, fleet management and supply chain solutions – under the new strapline 'keeping things moving'. “This simple message unites everything we do and clearly explains it in an easy-to-grasp way,” says Robin White, marketing director for Ryder. “For the first time, we talk about the benefits our services bring to customers, rather than just the technical features and functions.”

Marketing activity utilising the new positioning incorporates advertising, direct marketing and public relations, and will continue for the rest of the year targeted at an extremely broad audience. White explains, “our customer base includes everyone from one-man bands to the Ministry of Defence and Dairy Crest.” Activity will include both broad campaigns for general exposure, and specific activity focusing on vertical sectors. “We are focusing on the paper and packaging industry initially,” he adds. “The food industry will be next.”

Ryder's repositioning follows a major reorganisation of its operations in Europe, which White claims has made marketing a priority. He says the brand repositioning and new marketing campaign represent a new approach from Ryder, which has been relatively quiet in marketing terms in recent years. “We are still scarred by the perception that we are solely a truck rental business. This initiative injects new energy and dynamism,” he says.


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