Freight Handlers Delivers Ideas, by Ouncefuls


In a new, tiny, hardbound promotional book, titled "The Little Book of Big Ideas," supply chain specialist companyFHI (Freight Handlers, Inc.,, Fuquay-Varina, N.C., unloads 41 pithy general business ideas drawn from the company's own practices. None are directly related to freight distribution, nor is FHI?even mentioned, except for its logo, which appears on the cover and on the intro page only. The promotion was created by advertising agency The Republik, Durham, N.C.

The little book is a compendium of business common sense, with thoughts such as "business is the art of knowing... what makes your customers tick," and "You remember getting popped in the nose... Mistakes are progress." At just 3.75" wide x 6" tall, the 120-page book is smaller than most pocket paperbacks. Its size is a pnemonic for FHI's competitive point of difference, which is its attention to small details.

The "Little Book of Big Ideas" will be given away to potential clients (inbound supply chain managers, typically for grocers?and consumer packaged goods retailers) starting this spring. Its whimsical photo illustrations (a section on sweaty palms shows a handshake with a fish) are printed in 2 colors (black and process yellow). The book is smith-sewn and canvas-wrapped.

Creative credits go to The Republik creative director, Robert Shaw West; strategic director, ? Dwayne Frye; art directors Luke Rayson and Matt Shapiro; and copywriter Neil Hinson; Lithography is by Quality Bindery Services, Buffalo.

The Republik is a Durham-based, employee-owned advertising/branding agency. Other clients include the International Zinc Association, Organic Transit, Graybeard Vodka, Hanwha L&C?Surfaces, PrivatizeMe, Fayetteville Area CVB, 21c Museum Hotel, Boy Scouts of America Occoneechee Council, First Flight Venture Center, LexisNexis and The Franklin.

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