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Alcan
Allegiance Health
Allstream
Baptist Health
Caterpillar
CIBC
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Toronto Hydro
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Caterpillar: Unified Branding for Global Retail Dealers
Situation
New Visual System

Brand: Caterpillar Retail Dealer Brands

Impact: 200 independent dealers around the globe need to be unified under a new visual system funded by a co-operative program.

Timing: After initially approaching the program with internal resources, Caterpillar engaged BrandActive for 12 months to complete the majority of the transition.
Services
Touchpoint Improvement
  • Scoping, gap analysis, process improvement, budget development, supplier management, project management and executive reporting
  • Managed complexity and addressed the need for control through improved data collection methods and robust reporting capability
  • Managed communications with dealers and suppliers to address technical specifications and revise plans based on production capacities, clarify co-op funding rules and approved dealer submissions while monitoring progress.
Solution
Brand Unification Across a Global Network of Independent Dealers

Smarter: "When it came to implementation, the core team in Peoria was almost immediately overwhelmed with details and dilemmas. BrandActive was instrumental in laying a foundation for reporting, and data from dealers and suppliers began to flow into a model that would serve as both internal documentation and reports." Martin Gierke, Caterpillar Brand Identity Manager.

Better: At the conclusion of our work, more than 70% of the thousands of locations worldwide, across cultural, geographic and language boundaries had been converted, and the processes were in place for Caterpillar to bring the project to successful completion.
Caterpillar Dealer Signage   Caterpillar Signage Rebrand   Caterpillar Retail Signage

Consistency
Consistent global implementation required specific vendor strategies, standards, prototyping, approvals and more.		  
Unification
The signage system we ultimately developed enabled dealers to present a unified look while maintaining the equity and affinity of their good name.		  
Creating Buy-in
We helped Caterpillar create and communicate an incentive program that accelerated adoption of the new visual identity system.



 
   
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