1. The Supply Chain Strapline Challenge
Which strapline matches
to which logo?
This strategic difference of PERSONAL RESPONSE is the result of our specific approach to leadership and ‘red management’.
So how do we communicate this strategic difference? Well, we do it in a number of ways more of that later but first we’re going to do an exercise which looks at how companies in our sector differentiate themselves in the market through their positioning statements.
A positioning statement
provides information on the unique characteristics that an organisation offers its clientele.
helps to differentiate the organisation from competitors and create added value.
is usually brief and carries the brand message.
In addition to offering information to clients, the positioning statement provides focus for the organisation
Table exercise (15 mins)
On your table you’ll find two envelopes: one contains logos, the other contains
positioning statements.
Match the positioning statement to the company logo – take about 5 mins
They are all winners !

2. Which brand has this strapline?

3. Which strapline goes with these logos?

4. Which strapline goes with these logos?

5. Which strapline goes with these logos?

6. Which strapline goes with these logos?

7. Which strapline goes with these logos?

8. Which strapline goes with these logos?
Answers

9. ‘Making business flow’ Reveal the right answers
Ask for another show of hands - who actually got it 100% right?
Now that you see all of these, what strikes you about them?
Do the positioning statements describe the unique characteristics of each company?
Do any stand out from the rest? Why?
What do you think our positioning statement means?
How might this be connected to our strategic concept of PERSONAL RESPONSE?*

10. ‘We move the world’ Reveal the right answers
Ask for another show of hands - who actually got it 100% right?
Now that you see all of these, what strikes you about them?
Do the positioning statements describe the unique characteristics of each company?
Do any stand out from the rest? Why?
What do you think our positioning statement means?
How might this be connected to our strategic concept of PERSONAL RESPONSE?*
‘We move the world’

11. Reveal the right answers
Ask for another show of hands - who actually got it 100% right?
Now that you see all of these, what strikes you about them?
Do the positioning statements describe the unique characteristics of each company?
Do any stand out from the rest? Why?
What do you think our positioning statement means?
How might this be connected to our strategic concept of PERSONAL RESPONSE?*

13. Your supply chain
partner in the UK