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Empower the North American dealer network for Toyota Material Handling with stronger messaging, a more confident market positioning and a comprehensive presentation of product and related solutions to offer their industrial equipment customers. The objective: create a more complete story so that customers would better understand the value of a partnership with an organization that provides a broad selection of equipment – supported by a comprehensive parts offering and service that is second-to-none in the category.
A full-line brand book was developed to support the value proposition Toyota Material Handling brings to every customer relationship. The brand book tells the complete story – from sophisticated engineering and design to the individual people who bring the products to life everyday by building equipment to exacting standards. It tells a story that only Toyota Material Handling can tell.
Response to the brand book was overwhelmingly positive with dealers across North America – as well as associates in North American manufacturing facilities.