Rebrand Solidifies Watco as the One Source for Complete, Integrated Transportation Services Last month, Watco was excited to announce the launch of our new brand. In mid-December, Watco Companies became, simply, Watco. The change reflects a year of conversations with customers and team members, which came about when we started thinking about the fact that there’s no other transportation services company like Watco.
“We’ve gone through an exciting rebranding process to make sure our customers and our team members understand exactly what we do, where we do it, and who we serve. We are one Watco, one company, offering services across an amazing landscape.”
– Dan Smith, Watco CEO
Through the years, when customers asked us to provide services we’d never provided before, we said we would figure it out for them and do it well. We’ve done that over and over, and we’ll always do that for the good of our customers. The only downside was that, as we added new services over time, customers and team members no longer had complete knowledge of everything we do. We realized a rebrand could help solve that problem.
4 The Dispatch | January 2021
We started talking to customers and team members across the company, to describe Watco from their own points of view. A key takeaway from their input is that we needed to do a better job of letting everybody – inside and outside the company – know that we are one transportation services company, one team – one Watco. The rebrand doesn’t change Watco’s day-to-day work or the way we serve customers. But we hope it will: • Give customers and team members greater awareness of everything Watco does, • Give customers fresh ideas about how to use Watco services, and • Make it easier for team members to talk about all of Watco’s areas of transportation expertise. We are the one source customers need for comprehensive and integrated transportation services. We: • Move products by rail, water, road, and sometimes air; • Load and unload ships, barges, trucks, and rail cars; • Store products for customers; • Repair and maintain rail cars;
