Hyster® Lift Trucks – Branding

Not everyone realized the world's toughest lift trucks were actually the world's toughest lift trucks. Our challenge: help reality defeat perception. So JMG helped Hyster® lift trucks create a tough-minded new campaign with the theme of "Bring It."

Client

Hyster lift trucks, a global leader in lift truck manufacturing and sales since 1929.

Challenge

In recent years, Hyster's brand image had become watered down. It had ceased to own "tough" in the minds of end users, though they still made one of the toughest lift trucks on the planet. Their tagline, "The SAFE Choice," certainly didn't convey this legacy of toughness, and to make matters worse, lift truck users were constantly being bombarded by other brands that preached toughness and durability.

Solution

Hyster, and its parent company NACCO Materials Handling Group, knew they had a problem on their hands, so they conducted months of research on Hyster's brand image and reputation. Then they conducted a nationwide search for a marketing partner, and chose Jackson Marketing Group.

JMG was asked to help evaluate the research and employ new tactics to revitalize the Hyster brand. First, we asked Hyster to look inward. What were their strengths? Their weaknesses? Their history? Did they still make the toughest trucks on the planet? We worked closely with Hyster to assess the strategic gap between their current positioning and their desired positioning in order to bridge that gap. We then helped create a new brand position and brand attributes, along with a new ad campaign.

Execution

Hyster reclaimed "tough" as their main brand attribute. JMG helped create a new tough-minded marketing campaign with the theme of "Bring It," which was implemented into all of Hyster's marketing materials and showcased the Hyster lift trucks hard at work in their toughest applications (along with the people whose jobs they made easier). The campaign was launched to the public via advertising, PR, collateral, trade show materials, event marketing, digital communications and dealer marketing materials. Now, the toughest lift trucks on the planet are reclaiming their throne as the toughest lift trucks on the planet.

Solution Components