A CEO’s Perspective on How Branding Relates to Business Successby RiechesBaird on May 16, 2012 1 Comment
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