Toyota unveils new branding message: "Moving Forward"
Toyota's new brand message, "Moving Forward" debuted yesterday with spots during evening network TV programming and will be rolled out as a motivational theme for dealers and Toyota employees.
"This is an important step for our brand," said Jim Lentz, group VP/Toyota marketing. "'Moving Forward' means that we have a passion for innovation and discovery and that we're never standing still. As a result, we're designing and building cars and trucks that help our customers achieve their goals."
The new brand will be showcased in a dedicated television commercial and will be used for model-specific spots, as well. In various spots, the theme will reflect a Camry buyer moving across the country, a Tundra Double-Cab buyer motivated to imagine the possibilities with more horsepower, or a Tacoma buyer looking for an even bigger and unbreakable truck for great adventures with buddies.
The strategy was developed through a year-long research process with Toyota's advertising agency partners, with Saatchi & Saatchi (General Market) taking the lead in partnership with Conill (Hispanic), Burrell (African American) and interTrend (Asian).
"Moving Forward" will be integrated into all the agencies' advertising, but the phrase will be modified to reflect the individual cultural values of the Hispanic and Chinese markets. For the Hispanic market, Toyota's ads will incorporate "Avanza Confiado," which means "Moving Forward with confidence." The Chinese ads will use a phrase that translates to "Moving Forward and pursuing your dreams."
Additionally, to emphasize the heritage Toyota trucks, the Tundra and Tacoma and the 4Runner SUV will receive a new family signature. While truck spots also will fall under the "Moving Forward" banner, a different ending has been developed using metallic graphics and distinct sounds. The new audio tone and visual attitude signal the nature of Toyota trucks -- rugged and capable.
Toyota will engage dealers and associates, as well. The new brand message is consistent with Toyota's dedication to kaizen, or continuous improvement. Dealers and employees will be encouraged to continuously look at how they can be "Moving Forward" to help offer more to Toyota customers.
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