Conrad Prabhu -
MUSCAT, JAN 23 -
Oman Global Logistics Group (OGL), the government’s transport and logistics development arm, has appointed leading international branding consultant Landor Associates to develop a “globally recognized brand” for the Group.
At the same time, the wholly government-owned entity has tapped reputed global management consulting firm AT Kearney to provide change management advisory services designed to bring about its “transformation”,
and that of its diverse array of subsidiaries, into a dynamic vehicle for implementing the nation’s ambitious logistics strategy.
Set up last July with a mandate to implement the nation’s long-term ‘Sultanate of Oman Logistics Strategy 2040’, Oman Global Logistics Group is the umbrella body representing the government’s multibillion dollar investments in 15 different transport and logistics-related undertakings in the Sultanate.
The list includes National Ferries Company, Oman National Transport Company (Mwasalat), Oman Shipping Company, Oman Ship Management Company, Oman Charter Company, Mina Sultan Qaboos, Port of Sohar, Port of Salalah, Port of Duqm, Hutchison Ports Sohar, Freezone Sohar, Salalah Freezone, Oman Logistics Company (Khazaen), Oman Rail, Oman Drydock Company, Oman Post Company and the Sohar-based International Maritime College Oman (IMCO).
“Bringing the National Logistics Strategy and the activities of the subsidiaries into alignment to achieve this very complex positioning will require a company and community-wide transformation programme with a strong communications strategy,” said Oman Global Logistics. The transformation aspects will be delivered by AT Kearney’s change management project, it added in a report.
According to the holding company, the branding strategy will be designed with an eye on stakeholders, customers and service providers operating not only within Oman and the Arabian Gulf region, but also the wider world. “Attracting a global financial commercial component is extremely important, as Oman’s size does not enable it to solely support the scale of investment made in its logistics assets,” it noted.
US-headquartered Landor Associates’ client base includes such iconic names as BBC, General Electric, Microsoft, Marks & Spencer, Accenture, 9/11 Memorial, City of Paris, BP, Visa and Bayer, among scores of other marquee brands.
Landor has been tasked with developing Oman Global Logistics’ brand driver as well as defining the “unique selling proposition that makes Oman and OGL unique”. Part of its remit is to produce a brand that will help attract not only foreign direct investment (FDI) into the logistics economy, but talent as well.
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