Case study
We helped AP Logistics Group define differentiated value propositions and messages for its five companies, laying the foundation for a consistent brand voice and clear market focus.
AP Logistics Group had evolved from a strategic alliance of Argentine logistics companies into a formal group with international reach. The move opened up new opportunities for collaboration, but also raised a key question: how could each company stand out without overlapping?
Two had a clear focus: HM Cargo served the highly regulated pharma sector and Pampa Express specialized in express courier.
Cicsa and SNI—the group’s largest companies—offered similar multimodal transport services. Their strengths were different, but unclear positioning made those distinctions easy to miss, and harder to build a coordinated strategy around.
Delos Logistics, the youngest brand, operated outside Argentina in Brazil, Paraguay, Mexico, and Chile. Its geographic scope gave it a unique role, but its positioning was still in development.
As the group moved toward a unified identity, lack of clarity threatened to create confusion, for clients and for the companies themselves. Differentiating each brand’s role in the system became critical to strengthening the whole.
We partnered with the group to design a brand architecture that aligned strategic goals with day-to-day operations. Our work included:
This resulted in:
Many companies hesitate to narrow their value proposition, worried they’ll lose business by not speaking to every possible customer. But vague positioning creates confusion, inside and out. It makes it harder for clients to know when you’re the right fit, and harder for teams to align around a shared strategy.
Clear positioning isn’t about limiting opportunities. It’s about creating stronger ones. By defining your core strengths and focusing on the markets you’re best equipped to serve, your offer doesn’t shrink: it sharpens. And better conversations follow.
