Shipping Firms Are Not Utilizing the Full Power of Brand
The shipping industry has begun to better understand the importance of communications, but only a few companies fully understand the true power of brand and the commercial opportunities that can be created when properly leveraged.
“Over the past 10 years, many companies that span the shipping supply chain have realised the importance of having a positive reputation; that it genuinely matters in business what people think of you. It sounds simplistic but if people like, trust, respect and relate to your company, they are far more likely to buy from, work for, work with, and invest in you,” Nick Blythe, Executive Director for leading global marine and energy PR and communications consultancy, BLUE Communications, said.
“On the back of this, and as the shipping industry has become more commoditised and competitive, companies are communicating more through multiple online and offline channels,” Blythe added.
Blythe goes on to reference 25% of the purchasing decision-making process within the transport and logistics sectors is derived from brand. However, he warns, there are many instances in the industry where, because the concept of ‘brand’ is misunderstood the communications process is often muddled and un-coordinated.
“There is no doubt that more organisations in the shipping industry are pushing more content and “stuff” out into the market, but it is often based upon a scattergun approach founded on a basic desire to be ‘visible’,” he concludes.
Blythe’s comments come ahead of a panel debate to be held as part of London International Shipping Week (LISW), entitled “Are Organisations in the Marine Industry Exploiting the Power of Brand”. The panel will include experts spanning marine and energy-focused PR, communications, business development, branding and journalism.