How one B2B brand transformed perceptions of its business by thinking more B2C
By adopting a more emotional approach to its marketing and experimenting with its media mix, Maersk has successfully shifted perceptions of its brand and grown both revenues and profits, its head of marketing explains.
Six years ago, the entire global shipping industry was grappling with profitability. Fierce competition among smaller companies was driving down prices, and in 2016 Maersk – the world’s biggest container shipping company with more than 700 ships transporting around 20% of ocean business globally – reported a loss of $1.9bn.
That same year the B2B firm announced a plan to change its course and reinvent itself as an “end-to-end supply chain and logistics partner”, adding supply chain consultancy and logistics software to its revenue streams.
However, for the new direction to be a success, Maersk needed to overturn a reputation built over its 130 years as an ocean transport business, and shift its customers’ perception towards viewing it as a challenger brand in logistics and supply chain management.