The Leading Brand Strategy Agency Dedicated to Building B2B Brands



Becoming America's #1 lift truck.

Background / Challenge
In the highly competitive industrial equipment industry; American brands such as Caterpillar, Hyster, Crown and Yale have long been the industry leaders. Toyota had entered the market but continued to trail these established brands in market share.

Strategic Insights
BrandingBusiness worked with the recently formed Toyota Material Handling, U.S.A. on a branding strategy building upon its strengths of productivity, safety and efficiency. A subsequent marketing program was developed that reached the primary audiences: internal, channel partners, dealerships, forklift drivers, purchasing and operations.

Within the first two years of our relationship, the brand would become America’s #1 lift truck (based on units sold) and maintains that position today. With global competition becoming more aggressive, BrandingBusiness continued to evolve the brand positioning and marketing helping Toyota achieve status of Earth’s #1 lift truck.


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