Business success can often be attributed to consistency – consistency when it comes to quality, overall look and messaging, and customer service. In this week’s episode of Branding Business, RiechesBaird CEO Ryan Rieches talks with Brett Wood, President & CEO of Toyota Material Handling North America (TMHNA) about the ways in which the B2B division of Toyota leverages the brand equity, values and philosophies associated with the automotive brand. A common hurdle for B2Bs, Wood shares how TMHNA defines its key customers – both dealer partners and end–user customers – and how they develop consistent messaging that speaks to both.
Topics explored in this week’s radio show include:
- Brand is about more than just the product
- The importance of training employees – your true delivery of brand promise
- How TMHNA defended the brand and focused on quality during the negative challenges faced by the automotive division
Podcast: Play in new window | Download (Duration: 29:20 — 10.1MB)
I enjoyed listening to Ryan’s interview with Brett. Brett did an outstanding job explaining how through focus on how the people of Toyota Material Handling truly represent “Toyota’s Brand” in the mind of their clients.
I think this understanding has been a significant contributor to TMHNA’s ability to achieve the #1 position in their market.
Ric Franzi on 05.18.12 at 3:15 pm