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7/22/24, 10:32 AM Rebranding success in logistics
terminal operations, maritime shipping, and logistics solutions, thus providing
enhanced value to its customers.

Antonio Campoy, CEO of Noatum’s Logistics Cluster, emphasised that the rebranding
reflected a commitment to excellence while maintaining the high standards previously

set by MICCO. The new brand leveraged Noatum’s extensive experience and global
reach, with operations spanning 16 terminals, 143 international offices, and 67 ports

worldwide. This strategic integration aimed to attract international businesses and
enhance the UAE’s role as a key logistics hub.

Fetchr, a well-known last-mile delivery company in the Middle East, rebranded
as Lyve to signal a new era of innovation and growth. This rebranding was driven by the

need to revitalise its image, overcome previous operational challenges, and emphasise
its commitment to cutting-edge technology and customer satisfaction. The new brand,

Lyve, focuses on providing advanced logistics solutions, leveraging data analytics and
AI to optimise delivery processes and improve customer experiences.

The rebranding to Lyve also included a strategic shift towards a broader range of

logistics services beyond last-mile delivery, positioning the company as a
comprehensive logistics solutions provider. This move was well-received in the market,
helping Lyve regain trust and expand its customer base.

Challenges and considerations

While rebranding can offer numerous benefits, it is not without its challenges. Logistics
companies embarking on rebranding must navigate several potential pitfalls to ensure

a successful transition.

One of the primary challenges in rebranding is maintaining customer trust and loyalty.
Customers who have established relationships with the original brand may be sceptical

about the new brand and its promises. Ensuring a smooth transition and
communicating service quality and reliability continuity is crucial. For example, when

MICCO Logistics transitioned to Noatum Logistics Middle East, it was essential to
reassure clients that the new brand would maintain high service standards.

Effective communication is vital to avoid confusion and misperceptions about the
rebranding. The company must clearly articulate the reasons behind the rebranding,

the benefits it brings, and how it aligns with the company’s long-term vision. This

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