Case Study
U.S. Xpress's Rebrand
Challenge
U.S. Xpress wanted to understand how the freight marketplace perceived U.S. Xpress, and what that meant for the future of U.S. Xpress and the freight marketplace as a whole.
They were also interested in how rebranding their company would be perceived.
Approach
PeopleMetrics interviewed over 200 trucking industry subject matter experts, shippers, and drivers to get a 360-degree feedback on U.S. Xpress's current position in the market and to test a new brand platform.
Outcome
While the current perception of U.S Xpress was that it was considered "middle of the road" and not particularly differentiated in the market place, they used these results to try and test a new rebrand.
Based on the research results, they saw that there was sufficient indication that the concept test would be received positively, and in turn, decided to move forward with the concept.
This new rebrand helped establish U.S. Xpress as a leading trucking and shipping carrier.