I really don't think the name means much to the customers, there is no doubt that they know who you folks are. What you need to do is get your pricing in order so you're making money on what you are hauling and do the job like we all know you can. Once in a while I still hear a little chatter about how ABF ruined Carolina carriers and visa versa and that was what, 16 years ago? And I KNOW that Carolina ruined ABF.
I hear the talk about how this was better at Roadway, that was better at Yellow, etc. All of our companies have/had things that were better than what the others had in a given area. What strikes me as odd is that they never look at each others operations and take the best of what the competition is doing. I know the Japanese and the Chinese do it with our manufacturing and it sounds like a logical thing to do.
In closing I'd like to say forget about the name, get your pricing in order, get some new equipment and run the operation correctly. And good luck over there.