Brand
TNT’s corporate culture has been characterized by a strong, robust ‘can do’ attitude and spirit for a long time. It is the attitude that TNT’s employees bring to solving problems, carrying out their daily tasks and responding to TNT’s stakeholders and the world outside of TNT.
TNT, however, never used this ‘can do’ spirit to differentiate its brand and expose its true character in the many markets served by Express and Post.
With 'sure we can', TNT aims to make 'can-do' central to its brand in a way that is truly meaningful and different.
That started to change in 2008. By introducing first internally and gradually externally the new strap line ‘sure we can’, TNT aims to make ‘can do’ central to its positioning in a way that is truly meaningful and different. TNT believes ‘sure we can’ is meaningful and relevant to all its stakeholders, be they employees, customers, or even global society.
The exceptional things TNT does in its Express Special Services and initiatives like Planet Me and Driving Clean already demonstrate TNT’s ‘can do’ mentality. TNT realizes ‘sure we can’ is a bold claim about its collective attitude; it comes to life through the everyday professional behaviour of TNT’s employees. That is why the focus of this new brand positioning is initially internal. Simultaneously, all existing divisional or service specific strap lines and the category definer ‘Global Express, Logistics & Mail’ are being phased-out.
‘Sure we can’ provides the consistent brand positioning for all activities and all geographical markets where TNT operates. In 2009, new marketing initiatives will be developed that support the implementation of the new strap line and further increase brand value.
This video was specially made for internal use to launch TNT’s new strap line: