TNT Launches New People-focused Brand Identity

As part of its Outlook strategy, TNT launches a new brand identity highlighting the TNT people and unique European road network. The new tagline, ‘The People Network’, reflects the company’s culture and drive to develop strong relationships with customers. It showcases TNT’s role as a network of dedicated people who help customers grow their businesses.

TNT calls itself ‘The People Network’

The new brand starts with an advertising campaign in eight European countries. The new advertising campaign is part and parcel of the new Outlook strategy. It positions TNT as the human challenger in the market for small and medium enterprises (SMEs). TNT is a natural choice for these businesses because it believes the client cannot be a barcode but needs to be treated personally.

The People Network

Over the last 70 years, TNT built the most extensive European road and air network for parcels and freight, and scores high on customer friendliness. Tex Gunning, CEO of TNT: “We have a clear strategy to focus on our greatest strengths: our people, their human approach to serving customers and our unique network. Customers are not barcodes and we are not robots. We all relate to what drives our customers: business growth with a personal touch. Taking time to understand what customers really need distinguishes us from others. We are The People Network.”

The strategic choice

The new TNT brand identity underpins the company’s challenger position and state of mind. This investment in the TNT brand reflects the company’s strategy to offer customers an even better experience and bolster its European network.
TNT targets profitable growth, with increased productivity and network efficiency. In the coming months, new commercial initiatives will be rolled out to gain and retain additional SME customers.

The campaign

The roll-out all over Europe –from TV-ads, radio spots and billboards to sales and loyalty programs– shows that TNT is investing in its strong belief that personal contact makes the difference in modern logistics. Dick van der Lecq, MD of the Dutch advertising agency Etcetera/DDB, which created the campaign: “Previously, customers bought products or brands. Nowadays, customers consciously buy a company, its DNA and the people behind the brand. Talking to dozens of TNT employees showed us the only way to express their attitude towards clients: the human transport company. A ‘human truck’ captures that belief in the TV-commercial in one sight. The making of the commercial -partially by TNT-employees- is definitely worth watching on social media.”