I am reporting from the 4th Green Transportation and Logistics Summit, which is being held in San Francisco.
As you can see from our redesigned website and blog, I’ve been driving First Global Xpress in the direction of being the greenest, most efficient international air courier company in the United States. FGX has chosen to make this strategic move due to a broad spectrum of market trends that we have become aware of in the day-to-day analysis of our business. Looking at our branding and image representation, it should be clear that we’ve chosen to focus on the environmental efficiencies that FGX is creating to represent our company in the marketplace.

Rebranding our company does not come without risks. We could paint ourselves into a corner, ending up being known for only one set of competencies. We made this bet very carefully, and the reward of being able to speak clearly and loudly about FGX’s efficiencies at driving measurable environmental savings was one we were willing to take. Our brand image accurately reflects our core beliefs, and FGX’s transparency will provide huge upside exposure. Being a cleaner company is simply a by-product of operating our business in the most efficient way we know of—by shipping direct.

Having participated at this summit in a number of round table discussions with top Fortune 100 executives and senior policymakers and advisors, I have become VERY confident that First Global Xpress is positioned to grab marketshare. FGX’s operating model has proven to be ready to provide a service to a market that is quickly calling for action.

Over the next days and weeks I will share with you some of the things I am seeing from both the client side and from an operator’s perspective. Stay tuned.

Tags: Rebranding

This entry was posted on Thursday, October 16th, 2008 at 8:38 pm and is filed under Shipgreener. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.