OBJECTIVE: Position TransMontaigne uniquely in a marketplace where all competitors tend to look the same. With inserts, create a brochure that "catches the eye" of prospects in four different vertical markets as well as the financial community.

SOLUTION: While most of their competitors talk about delivery systems, the position Chris Lambrecht of Intelligent Marketing Solutions created for TransMontaigne is one of using assets and relationships to manage the fuel supply chain efficiently and effectively. To do this, a softer and more philosophical approach was used in talking about the company and using imagery from their name of French origin, TransMontaigne, which loosely translated means "across the mountain."

RESULTS: In five years, TransMontaigne has grown from under $2 billion to about $9 billion. The stock price has increased from under $3 per share to about $6.50 per share. Current customers include Fed-X, Schneider Transport, Pepsi-Co, Waste Management and many other large consumers of fuel.