NationaLease
NationaLease is one of the largest full service truck leasing organizations in North America, comprised of more than 150 independent businesses.
Transportation Branding
Membership Organization Branding
Position NationaLease, North America's largest independent truck leasing organization, to compete with Ryder and Penske, following an industry shakeout.
After several years of mergers and acquisitions in the truck leasing business, NationaLease saw an opportunity to place itself among the industry's top three players. This $2 billion membership organization sought the counsel of BrandSavvy to reposition its brand to let members and shippers know about positive changes it had made.
Following a detailed review of their business, management interviews and discussions with constituents (members, customers, and suppliers), BrandSavvy crafted a positioning strategy of "National Connections, Local Ownership" to reflect their competitive advantage of having the most points of access in North America, but with the added value of local ownership and decision — making elevating NationaLease to the scale of larger competitors, while favorably differentiating the service expectation. BrandSavvy created a new design system, graphic standards, advertising, and member websites.
Following a detailed review of their business, management interviews and discussions with constituents (members, customers, and suppliers), BrandSavvy crafted a positioning strategy of "National Connections, Local Ownership" to reflect their competitive advantage of having the most points of access in North America, but with the added value of local ownership and decision — making elevating NationaLease to the scale of larger competitors, while favorably differentiating the service expectation. BrandSavvy created a new design system, graphic standards, advertising, and member websites.
