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Overview
Case Studies

Alcan
Allegiance Health
Allstream
Baptist Health
Caterpillar
CIBC
Nextel
Purolator
Telus
Toronto Hydro
Vale
Verizon Wireless

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Caterpillar: Unified Branding for Global Retail Dealers |
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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.
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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.
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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.
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Consistency
Consistent global implementation required
specific vendor strategies, standards,
prototyping, approvals and more. |
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Unification
The signage system we ultimately developed
enabled dealers to present a unified look while
maintaining the equity and affinity of their
good name. |
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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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