Case Study


Hyster-Yale Materials Handling, Inc. ("Hyster-Yale"), is an independent public company which, operating through its subsidiary, Hyster-Yale Group, Inc. and its subsidiaries, designs, engineers, manufactures, sells and services a comprehensive line of lift trucks and aftermarket parts marketed globally primarily under the Hyster® and Yale® brand names.

Hyster and Yale are the two consumer brands. They have almost identical portfolios and products but they have different equities. Hyster is positioned as a rough, tough, heavy-duty outdoor brand and is often used in lumber and construction. Yale is positioned as a brand that can be customized to meet the need of any unique application. In the America’s theater, 47 independent dealers carry either Hyster or Yale or both brands.

Hyster-Yale selected The Blake Project to strategically simplify its brand architecture, with a special emphasis on gaining better control over subbrands including creating naming conventions that make sense and create greater consistency. By keeping the focus on sources of value we helped them see which brands to keep and which brands to eliminate, increasing their ability to compete.