Honor the past. Plan for the future.
Murphy Warehouse has provided logistics solutions to its customers for more than a century. While proud of its rich history, leaders knew that achieving the next 100 years of success would require something more. They needed a differentiated brand position that would help Murphy gain an edge in a commoditized industry.
- Identified a forward-looking position that honored both the brand and family heritage.
- Used research to help make an emotional decision pragmatic and actionable.
- Developed a strategic framework that helped the company operationalize its new direction.