‘One Tough Animal’ perfectly sums up BOBCAT Brand.
Bobcat created the first compact loader in 1958 and created an entire industry. “One Tough Animal is introduced as our tagline to suggest that the Bobcat® equipment is durable and dependable, because it is designed to handle the most challenging jobs,” says Hyunsoo (HS) Kim, Director Commercial, Doosan Bobcat India. Excerpts from the interview...
Could you tell us what made you select ‘one tough animal’ as the tagline?
‘One Tough Animal’ is our proven brand positioning statement which visualizes the Bobcat® equipment as being a unique entity in contrast to all other brands. Bobcat has three core brand attributes that embody the primary benefits of the Bobcat® equipment. These attributes are the recognized strengths which differentiate Bobcat from other brands. These attributes are Tough, Agile, and Versatile. The most important attribute is Tough and it denotes toughness, reliability, and durability. The equipment associates itself to be the toughest in any working condition. ‘One Tough Animal’ is introduced as our tagline to suggest that the Bobcat® equipment is durable and dependable, because it is designed to handle the most challenging jobs.
What exactly do you want to project or tell your clients through the tagline?
Bobcat is a brand for individuals who believe they can achieve any hard work literally changing the world with our machines and attachments. Through the tagline, we suggest that our valued clients can complete their jobs no matter how challenging they are. The power and durability of the Bobcat® equipment paired with the versatility of our legendary attachments enabling our clients to perform multiple tasks, we areready to serve our clients’ need in any possible circumstance.
How does it stand for the company’s missions and vision, and how it reflects your design philosophy and what the company stands for?
The statement itself delivers our mission. Our Bobcat brand promises to people that we empower clients to save time, effort and money while working in the toughest conditions and tightest situations. When our customers have the will, we provide the way. Bobcat is the ‘One Tough Animal’ that will promise our customers to deliver a distinctive value and experience in performance.
Do you think your tagline has successfully differentiated the brand?
Yes, the three brand attributes are already-proven characteristics differentiating Bobcat from other brands. Our brand promise, attributes, and tagline are carefully designed and connected to each other. We believe that Bobcat brand definitely has a unique place in the customers’ mind which has made them believe and remain loyal. This is evident from the fact that we have sold more than 1million Bobcat loaders across the world and remain one of the most recognized and popular brands in compact construction equipment industry.
Would you like to add anything about your tagline?
Bobcat created the first compact loader in 1958 and created an entire industry. Our unique ability to devise new ways to do tough work, and do it fast, with a single, compact machine has been our strength across generations of success for customers and dealers around the world. With our earned nickname ‘One Tough Animal’, we would like to continue to be committed to delivering the industry’s best compact equipment.