Long established brands in industries that are perhaps not well recognised for innovation are increasingly seeking to present themselves as fresh and forward thinking. Wincanton is a great example of this.
It is the largest British logistics company with over 17,500 staff and a fleet of more than 3,400 vehicles. With a heritage dating back to the earliest milk deliveries, Wincanton has struggled to be recognised as anything more than a trucking company.
I'm impressed therefore by its recently launched W2 Labs initiative. By encouraging innovative start-ups to think laterally and to change the way the industry is perceived is forward thinking and absolutely aligned with a modern, progressive brand image.
At a time of disruption in the logistics sector with autonomous vehicles, AI, robotics, drones and other assorted tech developments, a brand like Wincanton has to remain relevant and has to present an image that inspires both trust and excitement. Initiatives like W2 Labs go a long to achieving this.
Wincanton launched the W² Labs programme this year to find and work with some of the brightest start-ups in the logistics space. Of the five categories, Wildcard was designed to be deliberately broad in order to allow start-ups to challenge the way the logistics industry thinks about its own future.