Shortlist best B2B brand initiative: ‘DX Delivered Exactly’A new brand and proposition capturing the essence of DX DX is the UK’s largest independent mail, courier and logistics operator.The DX business had gone through a huge amount of change and acquisitions, meaning it was in danger of becoming a fragmented brand and being left behind in an increasingly competitive market.Our task was to help evolve DX’s image and to build a ‘new DX’ for the future.Brand research was conducted amongst customers, partners and DX staff – from management to drivers – to gauge current and desired perceptions of the brand.This resulted in a change management programme involving every part of the business.Our brand strategy delivered a new proposition and identity – with Delivered Exactly capturing precisely what the business is about. The new values and vision were launched internally through the ‘Delivered Exactly Programme’ and all customer touch points – from vans and trucks to calling cards and digital comms – were rolled-out to fit the new brand.