Turning complex supply chains into clear, connected customer stories
I used CHEP’s rebrand as an opportunity to turn a complex global supply-chain proposition into a clear, account-driven story. By identifying priority audiences, we built tailored cradle-to-cradle narratives, starting with Rodriguez, a coffee grower in Guatemala, and Amanda’s Coffeehouse in Amsterdam. The approach scaled across automotive, retail and FMCG, showing how CHEP connects suppliers and recipients through its logistics network. We then carried the same story across the public website, account dashboards, CRM and marketing automation. This created one connected content journey from first engagement to long-term nurture, combining brand storytelling with practical sales enablement and measurable digital adoption. The system gave commercial teams a clearer structure for relevant, sector-specific communication while keeping the brand consistent across each stage of the journey.
Leverage CHEP's rebranding to engage prospects as loyal clients through a cradle-to-cradle content cycle, turning them into ideal accounts and ensuring sustained growth.
Account based narrative strategy
Account based narrative strategy
Storytelling as sales enablement
20% cost reduction via digital 'content supply chain'
56% user adoption in six months
