QIVA, REBRANDING PROGRAM
Background
It was time for Thru-Transport to transform its market position from an outdated identity as a transportation logistics service provider into a high tech, real-time logistics, tracking, and management company. The company offers a sophisticated industrial tracking and routing system used on a global scale by manufacturers and high volume retailers. The rebranding challenge was to broaden the audience without alienating existing customers.
Solution
KC staff thoroughly researched Thru-Transport to learn about its incredibly complex business of international supply chain management. A new name was needed to imply movement and activity, appropriate to the nature of the business. Thru -Transport became Qiva, a name derived from the phonetic version of the French "qui va," meaning "who goes." The key product was renamed IQuator, to reflect its integration of global operations and electronic management. Along with developing Qiva's identity and Web site, KC organized media and promotional activities, highlighted by a press tour that included industry analysts.
Results
With its updated look and feel, Qiva has risen to the top 100 of supply chain e-businesses.