When the domestic B2B and B2C business of DHL Express (UK) was sold to Home Delivery Network, the combined organisation became the second biggest delivery business in the UK. In a highly competitive and rapidly commoditising market, our research uncovered a distinct opportunity to respond to customers’ frustrations with the delivery sector as a whole. We created Yodel, a brand set to challenge the market, providing a breadth of offer and depth of service that is unrivalled within the UK.