oyota Motor Sales USA has steered its Toyota brand to a new direction with the tagline "Moving forward". The new umbrella theme replaces Toyota�s three-year-old tagline, "Get the Feeling". The new concept will appear not only in the brand�s consumer advertising but will also be integrated into all corporate material for employees, dealers and even factory workers.

The slice-of-life TV commercials end with the voiceover, "Now that�s moving you forward." Toyota also introduced a new logo for all its truck ads, the letter �T� on the head of a bolt emerging from a metal background meant to convey strength, durability and ruggedness. The company said it was time for the automaker�s advertising to take a new direction as the mindset and demographics of Toyota�s customers have changed. Also, Toyota claims of a much broader product lineup than five years ago. "This implies constant improvement. It�s really about the DNA of the company," said a senior executive at Toyota. ... more