Aboitiz Transport System unveiled its new brand 2GO for all of its freight businesses, which includes freight, express, logistics and solutions, in a colorful, energetic and roaring event last October 15 at the Makati Shangri-La Hotel. Dancers suspended in air, racing motorbikes, and a Magenta-painted Formula 3 car, symbolizing its promise of action, precision, speed and passion, were the highlights of the presentation that entertained over 500 business luminaries and government officials.
2GO brand promise revealed
“Although we have been in the cargo business close to 100 years, we witness tonight the birth of a new name for our freight business group,” revealed Endika Aboitiz, President and Chief Executive Officer of Aboitiz Transport System (ATS), during his speech at the 2GO launch.
Aboitiz added that, “2GO is simple, clear, distinctive, Filipino, fresh and creative. We need to simplify and integrate our brands into one…one brand, as well as one service.”
The journey in search of a new identity has led the group to have a clearer understanding of the transport needs of its customers. 2GO will provide simplified business solutions under one name, with a unified promise and a consistent brand experience.
“You will trust our brand only when we deliver an experience that is consistent with your expectations. Our challenge is to meet your expectations with passion… 2GO will take us where we want 2GO,” Aboitiz stressed.
One Integrated Brand
During the launch, the four units of the freight business group were presented expounding on the brand promise, “a passion for delivery.”
“2GO gives you the most customized and streamlined solutions for your business needs… 2GO is designed to meet the most stringent deadlines, the toughest requirements, the impossible. It assures a cost effective, streamlined distribution process to reduce service complexity,” Aboitiz said.
Susan Valdez, EVP-Freight said, “we want to be your preferred partner delivering ways to help you grow your business further. With our vast network coverage, and a large fleet at your disposal, we are able to transport containerized and rolling cargo to any destination on time.”
“In our case, we needed a new identity that will support and inspire our direction to integrate and consolidate our resources. Given our strength in consolidation and distribution, Express will focus on the less container load business,” said Efren Uy, COO-Express.
Klaus Schroeder, CEO & President, Logistics then stated, “Logistics on the other hand, will continue to strengthen our global links so that existing freight, solutions and express customers who have global distribution requirements will deal with only one entity, thus enjoying the advantages of a seamless supply chain.”
“Solutions, this group will focus on finding new ways of doing business for both our internal and external customers,” Mike Camahort, SVP & COO, Solutions, explained. “Under this new division is a new milestone in the domestic shipping industry - Road RORO terminal system (RRTS) will provide a superior yet simple, self driven service that will give our customers the power to control the movement of their products,” Camahort elaborated.
Passion for Delivery
The new brand 2GO represents a vision. “We have a lot of work ahead of us in terms of changing mindsets and attitude. The most important aspect of the brand is the people and the delivery of our brand promise. This is our biggest challenge. Our people must consciously have our brand in mind when serving our customers,” Aboitiz said.