Caterpillar make some of the most impressive heavy equipment in the world. When they approached us, we had already been working with some of their dealer network in the UK, Canada, Sweden, Africa and the Middle East.
Almost 15 years later, we were still developing campaigns, events, websites and digital activations across the globe. We have supported them with international film and photography shoots and were the architects of their global operator challenge.
From in-depth market research and analysis to shooting sumo wrestlers in Japan, we have been at the forefront of their marketing efforts, helping to articulate what makes Cat equipment the best in the world, designed to work hard and keep on working in the harshest environments.
Our Services
Protecting one of the world’s toughest brands
Situation
For more than 100 years, Caterpillar has helped build a more sustainable world. Their challenge to us was to create a structured approach to brand strategy across multiple B2B product and service lines. The goal? To ensure consistency, clarity and commercial impact across their undeniably complex global organisation.
Whilst Caterpillar is one of the most recognised brands in the world, that recognition brings both strength and complexity. Across a global network of dealers, product lines and markets, their endless challenge is not simply building the brand – but protecting it. In every country, in every sector, on every job site.
At the same time, the business continues to evolve. New products, services and technologies demand clear positioning. Growing digital expectations need to be met. Increasingly complex customer journeys require simplification. Solving all this and more would require a balance between clarity and practical execution.
Our to-do-list was clear:
• Define and evolve brand strategy across multiple B2B propositions
• Maintain consistency across a global, multi-layered organisation
• Support go-to-market strategy for new products and services
• Enable digital transformation through an omnichannel approach
• Deliver high-quality creative execution at scale
Solution
A structured brand positioning framework was developed to provide cut-through, consistency and scalability across the entire Caterpillar ecosystem. This included defining:
• Brand purpose, values and personality
• A clear and differentiated brand idea
• Visual identity systems (logo, typography, photography)
• A consistent tone of voice aligned to the brand's heritage
With the framework in place, it was then applied across multiple brands, markets and touchpoints at speed.
For example, integrated launch campaigns were developed to drive awareness and differentiate key propositions in competitive markets.
Alongside this, a digital transformation initiative was delivered across North America that connected brand, content and customer journeys across all digital touchpoints.
This approach ensured that brand integrity was maintained while enabling flexibility and relevance at a regional and dealer level.
Moving forward, ongoing support covered:
• Go-to-market planning for new products and services
• Market research and insight development
• Creative conceptualisation and execution
• Brand governance to ensure compliance and consistency
Success
The final outcome was a brand platform that balanced control with flexibility. That ensured global consistency was maintained, while regional and local teams had the freedom to execute effectively within their markets. This meant Caterpillar was not only protected, but perfectly positioned to evolve – key for a brand that’s been growing from strength-to-strength for more than a century.
+£2.5m
incremental product support sales generated in a single quarter
strategic and creative projects delivered in a single year
125
brand compliance across all projects and markets
100%
98%
right-first-time delivery rate
