Toyota has long been a pioneer in the Philippine automotive market, renowned for Quality, Durability, and Reliability (QDR). Yet, over time, the brand was increasingly seen as practical but unexciting. With the launch of Mobility for All and a pipeline of future products and solutions, Toyota Philippines (TMP) sought to elevate its brand beyond QDR, creating a more emotive and engaging experience for employees and customers alike.
We structured the transformation in four phases: Discover, identifying insights and perception gaps; Develop, creating strategic materials and frameworks; Deploy, facilitating workshops to cascade the brand internally; and Deliver, providing toolkits and guidelines to ensure consistent application.
Internal engagement was central to the effort. “Camp T&J” (Thrill& Joy) immersed employees in TMP’s vision, connecting their daily roles to the broader goal of delivering memorable experiences. Interactive exercises encouraged staff to explore the customer journey and bring excitement and joy into every interaction.
Complementing internal alignment, localised brand guidelines, marketing briefing packs, and a train-the-trainer programme ensured the global Toyota vision was effectively interpreted for the Philippine market. Together, these initiatives strengthened TMP’s brand relevance, employee engagement, and customer perception, positioning Toyota as a modern, heart-led automotive leader.