Toyota Product Marketing Guide

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Within Toyota, the Product Marketing Guide is the key tool for communicating new car USPs and marcom information to distributors around the world. The problem was that the PMG tended to be heavy on specifications and light on strategies for marketing, a phenomenon common for Japanese manufacturers who believe their strength is their technology. In effect, we were asked to re-invent the wheel, but this time, to make it roll the way it was supposed to. Over the course of several months, we debated, battled and bartered to create a new format and content for the PMG that focused on marketing that was reinforced by the new vehicle’s technology and advancements and directed to a global audience. In the end, we even had to produce the first 2 PMGs, because the design companies that were asked to make them couldn’t yet think out of the previous molds.