TCA to explore branding

The next Truckload Carriers Association audio conference will address the potential benefits of branding for trucking companies. Entitled “Improve Your Profitability by ‘Branding’ Your Company,” the audio conference, which also involves an optional webcast, is scheduled for 12 noon to 1:30 p.m. Eastern time on Thursday, May 26.

The audio conference/webcast will discuss branding focused at driver recruiting as well as branding targeted toward shippers and potential customers. In addition, the session will cover the results of successful branding, winning company buy-in on the branding message, getting the most out of the branding dollar and understanding the 10 commandments for branding in transportation.

Panelists include Priscilla Shrader, account strategist, MultiMedia Advertising; Lori Bates, executive vice president-human resources for Arrow Trucking Co.; Jim Hill, executive vice president for Merit Transportation Co., Omaha, Neb.; and Gary Wills, president, Merit Transportation Co.

Registration fees range from $99 to $159, depending on TCA membership and whether participation in the webcast is desired. To register, visit and click on Events or register directly at