Transforming a brand for a global future

Creating a new brand for a leading manufacturer of premium compact and utility tractors

  • Repositioned the brand with a powerful promise and extensive key audience messaging
  • Created a powerful new brand and visual identity for the corporate and commercial brands
  • Delivered end-to-end brand strategy, from the tagline to persona-based messaging
  • Developed a robust new website integrated with marketing automation tools
  • Reengineered the groups’ portfolio of brands and aligned it to a new brand architecture
  • Planned and executed a virtual launch event across multiple geographies, from South Korea to the USA and Europe

TYM is a leading manufacturer of premium compact and utility tractors in South Korea with operations in North America and distribution channels in South America, Europe, Asia and Oceania. To launch its reputation as a global player and widen its customer base, TYM partnered with MBLM for a complete overhaul of its brand and digital platforms.

Following an exhaustive competitor brand and digital audit and conducting stakeholder interviews, MBLM created a strategy to inform the entire program. The brand platform of “Form, Function, and Value” was developed to capture the vision of TYM’s tractors and machines, leveraging the Brand Intimacy archetypes of Enhancement and Fulfillment.

Enhancement communicates how farmers can work smarter and be more capable by using a TYM tractor or machine, Fulfillment communicates how TYM exceeds expectations through its superior products and services.

Communicating the “Form, Function, and Value” brand platform to TYM audiences, we crafted the tagline “Designed for your world.” This tagline led the charge for the rest of the TYM program, from external and internal messaging to a series-based product architecture that was intuitive to customers. The bold new logo and robust design system carried the TYM brand across applications and touchpoints.

Building on the bold new brand and utilizing the design system, MBLM designed, developed, and executed an integrated digital experience for sales enablement and inbound marketing. Through the customized PresentationOS platform, we created a completely interactive 3-D virtual world to showcase TYM’s product portfolio and applications. The platform was deployed across 300+ iPads and distributed to dealerships around the world.

Simultaneously, the website was built to serve as a centralized and accessible digital space for TYM to communicate with its customers, dealers and stakeholders. It was developed and integrated with a CMS and CRM system, creating a solid foundation for digital marketing initiatives.

MBLM planned and executed a virtual event at which TYM unveiled its bold new brand, messaging, and digital tools with dealers and stakeholders around the world. Within days of the brand and website launch, TYM received hundreds of new inquiries and leads, including for two new tractors that were launched as part of the revamped product architecture.

MBLM continues to support TYM as it leverages the benefits of its revitalized brand and integrated digital platforms, from communicating with dealers and stakeholders to enhancing its outreach and support offerings for customers.

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