Norway Post evolves ‘Bring’ brand

Norway Post has announced that it has changed its brand structure, coming into effect immediately. The move follows a restructuring of company divisions, announced this week.

The Bring and Posten brands will be maintained as they are at present. However, the names of the various specialists in Bring will be adapted to the new Group structure.

On the whole, Norway Post’s experience of the new brand strategy has been very good and Bring has become an extremely familiar name in a short period of time. Some internal challenges have nonetheless occurred due to the brand structure deviating from the organisational structure.  In addition, several levels of specialist designations have arisen in the Logistics specialist area and this has caused confusion. For this reason, some improvements are being made at the same time as the brand structure is being adapted to the new Group structure.

New Bring specialists

The names of Bring’s specialists will now be adapted to the Group’s new business areas.  These specialists are intended to make Bring’s products and services for individual customer groups clear and make it easy for customers to find out about products and services.

“The intention is to be more logical and simple for customers to find out about Bring’s products and services. There will also be greater clarity in our own organisation in that the names of the business areas and Bring specialists will correspond,” said senior vice president for communications, Elisabeth H. Gjølme.

The logistics services are made clear

Bring Logistics is being split into three specialists: Bring Cargo, Bring Parcels and Bring Warehousing, in line with the way in which the business areas are defined.

Experience has shown that Logistics was too general a specialist name. When Warehousing and Parcels were spun off from Logistics, it was a logical consequence to change the name of the goods operations specialist from Logistics to Cargo.

“Bring Cargo is the most accurate description of the products and services offered to customers by this part of the operations. That has been crucial to the decision to make this change,” said Gjølme.

The Group is not planning to spend money on changing the appearance of cars and materials as a result of the name changes.

“Bring has mail and logistics operations and it does no harm if our vehicles continue to have the existing Bring Logistics design until the normal replacement date.

More adjustments

In order to comply with the principle that the names of the specialists are to be descriptive of the specialists’ operations, Bring SCM is to be changed to Bring Supply Services.

The name Bring Frigoscandia will be shortened to Bring Frigo. The Latin word frigo is associated with cooling and is already used by the industry for refrigerated and temperature-regulated goods. In this way, Frigo can satisfy the principle of being descriptive of the operations. Frigo will also maintain Frigoscandia’s values better than, for example, thermo.

There will be no changes to the names of the specialists in the Mail Division.

Posten unchanged

Bring will continue to target the corporate market in the mail and logistics fields in the Nordic region. Posten is to deliver and sell services to the private market in Norway and continue to run the Group’s operations for private customers, post office network and daily mail distribution to the entire Norwegian population.

“We will maintain Posten’s visibility and presence in Norwegian society,” stated Gjølme.