For many years, Toyota was seen as a reliable competitor in the automotive market, attracting customers on rational terms. But recently, that all changed.
Recognising that a fresh approach was required, Toyota's management team set out to develop a new brand ethos that customers could engage with on an emotional level - a brand people aspire to own, and are proud to be part of.
From this, the Toyota brand re-launched under the banner of ‘Always a Better Way': a new tagline highlighting the fact that Toyota designers and engineers are never satisfied, and are always looking and re-looking at things to make them better - even if most people are happy to accept them as standard. Indeed, it is this slightly obsessive but fun and playful spirit of invention that makes Toyota cars great to own and drive.Read the full case study