cat global advertising framework

REFERENCE GUIDELINES CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

TOOLKIT

Caterpillar employees only. Caterpillar Inc. reserves the right to revoke the use of this material at any time. Any other uses of th

is property are

stric

tly p

rohi

bite

d.

CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

This CD contains trademarks, logos, images and other intellectual property owned by Caterpillar Inc. This product is intended fo

r use

by auth

orize

d

The Global Advertising Framework will guide all of Caterpillar’s advertising worldwide. It is a set of standards and guidelines developed to ensure our global advertising has a common look and feel — and carries relevant messages focused on customers and their business issues. This book addresses each of the elements of the framework, including look, tone and messaging. By understanding and adhering to these standards and guidelines, you help Caterpillar build the strong global brand we need to reach our Vision 2020 goals.

For additional information, and the most up to date version of the Global Advertising Framework, visit the Caterpillar Brand Web site at https://brand.cat.com.

INTRODUCTION CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

Overview of the Advertising Framework _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 2

LOOKApproved Signature Placement _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 4Typography _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 8Color_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 10Photography _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 12Page Layout _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 16Examples _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 20

TONE _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 24

MESSAGE _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 26

Advertising Framework Toolkit _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 32

��

��

��

Univers 67 (bold condensed

AaBbCc

CATERPILLAR GLOBAL ADVERTISING FRAMEWORK 3

Page Layout

TONE

Writing Tone

MESSAGE

Customer Value Messaging

The page layout for the Advertising Framework provides a visual hierarchy and defines a consistent Look in our advertising.

Caterpillar’s leadership qualities are personified through the language we use.

Caterpillar advertising centers around our customers’ needs.

The Framework consists of a series of standards and guidelines that define a unique look, tone and message for Caterpillar advertising.

The individual elements that create the advertising framework include:

Universal identity standards and business practices are necessary to create a single, unified brand that is immediately recognizable, ownable and sets us apart from our competitors.

Caterpillar’s standard typefaces help shape the visual tonality of our communications.

Colors identify our company and create powerful impressions about our Caterpillar brands.

Photography can capture the personality and brand essence of Caterpillar in advertising.

LOOK

Approved Signature Typography Color Photography

ADVERTISING FRAMEWORK ELEMENTS

2

>1.5"38mm

4 CATERPILLAR GLOBAL ADVERTISING FRAMEWORK 5

The Caterpillar Corporate Tagline consists of the Caterpillar design mark and the text “TODAY’S WORK. TOMORROW’S WORLD.” underneath it. The Corporate Tagline is an expression of Caterpillar’s enterprise strategy. It is a reminder of how the people of Caterpillar are Making Progress Possible every day on every continent.

Consistent usage of the Corporate Tagline starts by always using the approved artwork and following the standards for the Corporate Tagline. The position of the tagline under the design mark is fixed.

CATERPILLAR CORPORATE TAGLINE

MINIMUM SIZE REQUIREMENTThe Corporate Tagline artwork must be used no smaller than 1.5" (38mm) in length. The measurement does not include the and TM symbols.

In every case, the tagline must be legible. Always use the artwork in a size that ensures readability.

CLEAR SPACE REQUIREMENTThe Corporate Tagline artwork must be surrounded by clear space on all four sides. Clear space must be equal to the height of the “C” in the Caterpillar design mark. The and TM may fall inside the clear space area.

The clear space must not contain any text or other graphic elements that would interfere with the readability or interpreta-tion of the tagline.

Caterpillar is a global brand. Universal identity standards are necessary in order to create a unified brand that is immediately recognizable, ownable, and sets us apart from our competitors.

Our design mark (the Caterpillar logo) serves as the primary brand of our corporate identity system. Consistent usage of the design mark starts by always using the approved artwork in compliance with Caterpillar’s standards.

CATERPILLAR DESIGN MARK

MINIMUM SIZE REQUIREMENTNever reproduce the two-color design mark in a size less than 1.5" (38mm).

CLEAR SPACE REQUIREMENTAlways surround the design mark with adequate clear space. Clear space must be equal to the height of the “C” in the Caterpillar design mark.

>1.5"38mm


Dealer artwork is created and approved by Corporate & Dealer Identity. Dealer Marketing Managers are responsible for providing their approved Dealer artwork to anyone requiring it for production purposes. If you are unsure that you have proper approved artwork, contact Corporate & Dealer Identity and they will provide an additional electronic copy for your records.

MINIMUM SIZE REQUIREMENTNever reproduce the Dealer lock-up in an overall width less than 2" (51mm).

CLEAR SPACE REQUIREMENTAlways surround the design mark with adequate clear space. Clear space must be equal to the height of the “C” in the Cat design mark.

Descriptors used in the Global Advertising Framework must be approved through Corporate Identity prior to use.

MINIMUM SIZE REQUIREMENTNever reproduce the descriptor in a size that allows the Cat design mark to be less than .25" (7mm).

CLEAR SPACE REQUIREMENTAlways surround the design mark with adequate clear space. Clear space must be equal to the height of the “C” in the Cat design mark.

The Cat Rental Store design mark (logo) requires consistent and coordinated use worldwide in order to establish it as a recognized symbol in the marketplace. This symbol cannot be changed or modified in any way. Therefore, always be sure to use the correct electronic artwork, and follow the standards listed below.

The Cat Rental Store artwork is created and approved by Corporate & Dealer Identity. Dealer Marketing Managers are responsible for providing their approved “The Cat Rental Store” artwork to anyone requiring it for production purposes. If you are unsure that you have proper approved artwork, you may contact Corporate & Dealer Identity and they will provide an additional electronic copy for your records.

MINIMUM SIZE REQUIREMENTNever reproduce The Cat Rental Store design mark in an overall width (the yellow area) less than 1" (26mm).

THE CAT RENTAL STORE DESIGN MARK

NAME

CLEAR SPACE REQUIREMENTSurround the design mark with adequate clear space. Clear space must be equal to the height of the “C” in the Cat Rental Store design mark.

DEALER LOCK-UPDESCRIPTORS

Dealer Name

Dealer Name

Dealer Name

Dealer Name

The Cat Dealers gain marketing leverage by presenting a unified, consistent image to a global customer base. Universal identity standards and business practices are neces-sary in order to maximize our success and set us apart from our competitors. Always be sure to use the correct format for the Dealer lock-up and follow the standards below.

In the Caterpillar Corporate Identity system, descriptors are a graphic format in which a word or words are associated with the Cat trademark. The main purpose of the descriptors as used in the Global Advertising Framework is to provide global consistency in communicating Caterpillar branded products and services manufactured by a third party.

>.25"7mm

> 2"51mm

>1"26mm

>1"26mm


LOREM IPSUM, DOLORE EST.

Lorem ipsum, dolore sit amet.

LOREM IPSUM, DOLORE SIT.

Lorum ipsum dolar, sit amet etorsua.

Text can be set at various weights to achieve a typographic hierarchy. It is therefore possible to differentiate between headlines, running text, emphasis, marginal notes and other means of accentuation.

Univers

PREFERRED STYLES Univers 67 (bold condensed)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456

Univers 57 (condensed)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefgh i jk lmnopqrs tuvwxyz12345

Univers 47 (light condensed)ABCDEFGH IJKLMNOPQRSTUVWXYZabcde fgh i j k lmnopq r s tuvwxyz1234567

Univers 45 (light)ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234

Times PREFERRED STYLES Times Roman

ABCDEFGHIJKLMNOPQRSTUVWabcdefghijklmnopqrstuvwxyz12345

Times Italic

ABCDEFGHIJKLMNOPQRSTUVWXabcdefghijklmnopqrstuvwxyz123456

Times Bold

ABCDEFGHIJKLMNOPQRSTUVabcdefghijklmnopqrstuvwxyz123

Caterpillar’s standard typefaces are from the Univers, Times, and Rockwell families. Corporate and Dealer advertisements will use only black or white typography. Rental advertisements will use black, white, or Catepillar Rental Red typography.

In order to further promote typographic consistency, these preferred styles of the approved Caterpillar standard typefaces are to be used within the Global Advertising Framework.

> Univers 67 (Bold Condensed) for headlines and subheads

> Univers 57 (Condensed) for text> Univers 47 (Light Condensed) for text> Univers 45 (Light) for text

TYPOGRAPHY

> Times Roman for text> Times Italic for text> Times Bold for text

LOREM IPSUM DOLOR SIT AMET Re dolortisl ut iliquat, quisi tet, suscip ea faciliquis eugiat. Ad modem inciduis acillaor il utatet wis cidunt nonsed modipis dolorem dolesto od doluptat ipis nulla feu facil eros adit null conulla faccum ilit, quam velenit incilla qui tatum zzril euip esequat. Ut lore doloborercil doluptat. Ad modolorem inciduis acillaor il utatet wis cidunt nonsed modipis cinismo dolorem velenit dolobortie dolesto od doluptat. Ut vulla dolore nulla feu facil dunnam si.

www.catproductinfo.com/name

LOREM IPSUM DOLOR SIT AMET Re dolortisl ut iliquat, quisi tet, suscip ea faciliquis eugiat. Ad modolorem inciduis acillaor il utatet wis cidunt onsed modipis cinismo dolorem dolobortie dolesto od doluptat ipis nulla feu facil eros adit null conulla facilisim dipit ea consequam venim nonse dolum dolorpe rostrud endigna faccum ilit, quam velenit incilla qui exerostrud tatum zzril euip esequat. Ut lore doluptat vulla dolore dunnam si.

www.websiteaddress.com/name

LOREM IPSUM DOLOR SIT AMET Re dolortisl ut iliquat, quisi tet, suscip ea facili quis eugiat. Ad modolorem inciduis acillaor il utatet wis cidunt nonsed mo dipis cinismo dolorem dolobortie dolesto od doluptat ipis nulla feu facil eros adit null conulla facilisim dipit ea consequam venim nonse dolum dolorpe ros trud endigna faccum ilit, quam esequat. Quam velenit incilla mconsectem qui exerostrud, Ut lore dolob orer cil doluptat. Ut vulla dolore dunnam, si.

www.websiteaddress.com/name

LOREM IPSUM DOLOR SIT AMET Re dolortisl ut iliquat, quisi tet, suscip ea faciliquis eugiat. Ad modolorem inciduis acillaor il utatet wis cidunt nonsed ea consequam venim nonse dolum dolorpe rostrud endigna faccum ilit, quamil velenit incilla qui exerostrud tatum uip esequat utore doloborercil doluptat. Ut suscip ea faciliquis eugiat dolore dunnam, si.

www.catproductinfo.com/name


NCS (Gloss and Matte finish)

NCS 0775-Y14R

PROCESS PRINTING (C, M, Y, K)

GLOSS MAT T E

Cyan 0 0Magenta 29 23Yellow 100 100Black 0 0

MULTIMEDIA (R, G, B)

Red 255Green 205Blue 17

WEB SITE COLOR (hexadecimal)

#FF CC 00#FF 99 00 (for text or thin lines)

L*a*b* COLOR

L* 77.71 a* 18.08 b* 75.36

*All values according to CID D65, 10°

NCS 2272-Y92R

GLOSS MAT T E

Cyan 0 0Magenta 100 100Yellow 100 100Black 35 33

Red 175Green 14Blue 14

#99 00 00#AF 0E 0E

L* 39.63 a* 42.08 b* 21.71

*All values according to CID D65, 10°

NCS S9000 N

FOUR - COLOR BL ACK Cyan 50Magenta 30Yellow 30Black 100

Red 0Green 0Blue 0

#00 00 00

CATERPILLAR CORPORATE YELLOW

CATERPILLAR RENTAL RED BLACK GRAY

GR AY Cyan 50Magenta 34Yellow 31Black 1

Colors identify our company and create powerful impressions about our Caterpillar brands. Accurate and appropriate use of color helps customers remember our company, dealers and products. The Global Advertising Framework color palette utilizes a primary and secondary palette. Caterpillar Corporate Yellow is the dominant primary color. Caterpillar must leverage this color in all advertising across the world. Black is used in tandem for high contrast and its overall strength. Caterpillar Rental Red is used as an accent for our rental stores. White is used as a support color and background color.

COLOR

REPRODUCTION VALUESColor values are defined below for different applications. Whenever possible, it is recommended to make a visual comparison with color swatches supplied by the Caterpillar Corporate Literature Office (800-566-7782). Media #: AEXQ0089

Overviews of the color reproduction systems mentioned below are:

The Natural Color System (NCS) The NCS values are a notation for the colors as we see them and provide the most accurate color reproduction for virtually any pro-ducible material (i.e., paint, textiles, ink, plastic, vinyl, etc.). Tolerance guides and swatches are available in both matte andgloss (coated /uncoated).

Process Printing (Four-color process, CMYK)If the use of a match color is not feasible, use CMYK values. Be sure to have a Caterpillar Corporate color swatch on hand for an accurate match.

Multimedia (RGB)Always use RGB color values when creating artwork using software such as PowerPoint® to be projected or displayed on a monitor.

Web Site Color (hexadecimal)Web sites use a hexadecimal color system to reproduce color via the Internet. Additionally, a “dither,” which approximates a color by combining two or more Web safe colors, is used in the Web environment.

L*a*b* ColorL*a*b* is a color model used to compare and calibrate color, regardless of the device being used (printer, computer monitor etc.).


PHOTOGRAPHY

VISUALIZE PROGRESSWhenever possible, we must align our imagery around Caterpillar’s common goal of Making Progress Possible. This requires photographing our equipment, services and people in such a manner that the end benefit to our customers, or the communities in which they work, is recognizable. We want to demonstrate that Caterpillar is at the center of progress.

Real Genuine and honest.Depict our people and products in environments that resonate with our customers. This can be accomplished by showing real work being done by real people in actual situations. Candid pictures speak honestly and allow our customers to recognize that the products and services we deliver relate directly to them and the work they do.

Big and Powerful Ideas. Machines. Spaces. Systems.There are many ways to illustrate power in our visuals. Aside from the obvious display of power exhibited by our products, we also want to recognize that the work we do has impact on economies, cultures and communities.

Work Caterpillar means business.Caterpillar is always portrayed as professional and business-like in pictures. Photography should depict the breadth and scope of our work as well as the commitment and expertise of our employees.

Photography can capture the personality and brand essence of Caterpillar in advertising. The Caterpillar photographic style reflects the strength of our products and the drive and hard work of our employees and partners. Although our products and services are diverse, several attributes should be considered when planning and art directing photography.

Photography Guidelines Caterpillar has developed photography guidelines to ensure that all photos comply with enterprise safety standards (e.g., the use of hard hats, safety goggles, three points of contact on ladders). These guidelines are found on the Caterpillar Technology & Solutions Division Intranet site as well as the enclosed Advertising Framework Toolkit CD-ROM.

All photos used in marketing materials should be reviewed by Customer Safety Services Division (previously Standards, Regulations and Product Compliance.)


PHOTOGRAPHY

1.

2.

3.


PAGE LAYOUT—FLEXIBILITYThe diagram at left illustrates the three components necessary to build a print advertisement. The arrows inside the yellow text field and the image area indicate the size and the position of these elements are flexible, and should be determined by content and composition needs.

The thumbnail diagrams below illustrate a few of the possible permutations that fall within the page layout guidelines.

The Global Advertising Framework page layout consists of the following three components:> White border> Yellow field> Image areaThese components are combined to provide a visual hierarchy as well as define a consistent Look in our advertising.

PAGE LAYOUT

1. WHITE BORDERThe primary function of the border is to create a clean and consistent background for the placement of the approved signature (Caterpillar design mark, Corporate Tagline, descriptors, Cat dealer, and The Cat Rental Store). The white border is defined as follows:> Always use white as the border color.> Place approved signature in the lower right corner of the white border in the Global Advertising Framework. For standards

regarding the size and position of the approved signature, see “Approved Signature Placement” on page 18.> Additional copy, such as contact information, can be placed in the white border. See the examples to comply with the clear space

requirements for the approved signature.

2. YELLOW FIELDThe function of the yellow field is to contain the body text of the piece and may contain the headline. The headline may also appear in the Image area. The yellow field is defined as follows:> Caterpillar Corporate Yellow is always used. See color standards for specs.> Use only one yellow text field.> The yellow text field is rectangular (four sides, 90 degree angles).> The yellow field should bleed off at least a single edge of the piece.> The yellow field is flexible and determined by the amount of text used within your piece.> The yellow field should be no smaller than five percent of the entire piece

(for example: 1" x 4" yellow field on a 8.5" x 11" page).> The yellow field should not infringe on the clear space requirements.> The yellow field contains the headline and/or body copy, but also may contain support imagery, graphs, or charts.> In advertisements that do not allow artwork to bleed off an edge, adjust the ad layout so the yellow field bleeds to the

allowable margin.

3. IMAGE The main image area can be flexible due to the size and position of the image. This area is primarily used for a single image but may contain more than a single image. The only text that can be used in the image area is the headline text.> Image area field is rectangular (four sides, 90 degree angles).> Image area must have adequate clear space from the approved signature located in the white border.> Visual complexity, such as collages, should be avoided.


NAME OF DEALERSHIP12345 Main StreetSpringfield MO 24356

Dealer Name

Dealer Name

Tel: (123) 456-5678Email: [email protected]

The examples at right illustrate how the white page border is used to support the consistent placement and clear space required for the following design marks.

CATERPILLAR CORPORATE TAGLINE The examples illustrate how to support the consistent placement and clear space requirements for the signature.> Always positioned in the lower right corner of the piece.> In a white border, always use the two-color version of the Corporate Tagline.> Adhere to minimum size and clear space standards.> Minimum size for the artwork is 1.5" (38mm) in length.

APPROVED DESCRIPTORS> Positioned in the lower right corner of the advertisement.> Adhere to minimum size and clear space standards.> In a white border, always use the two-color version of the descriptors.> Never reproduce the descriptors in an overall width that allows the Cat design mark to be less than .25" (7mm).

DEALER LOCK-UP> Positioned in the lower right corner of the advertisement.> Adhere to minimum size and clear space standards.> In a white border, always use the two-color version of the Dealer lock-up.> Never reproduce the Dealer lock-up in an overall width less than 2" (51mm).> Address / contact information may be placed opposite, or in conjunction with, the signature(s).

THE CAT RENTAL STORE DESIGN MARK> Positioned in the lower right corner of the advertisement within The Cat Rental Store red band.> Adhere to minimum size and clear space standards.> Never reproduce The Cat Rental Store design mark in an overall width (the yellow area) less than 1" (26mm).> The Cat Rental Store identity also uses photographs depicting the various products and services offered. The piece

should include a Cat branded product, if used.> Images, if used, should be positioned directly above the red band.> The Cat Rental Store Global Advertising Framework will include a red band along with the white border.

DEALER NAME TREATMENT> Positioned in the lower right corner of the advertisement within The Cat Rental Store red band.> Adhere to minimum size and clear space standards.> When using, the Dealer name, it must appear in Univers 65 Bold and should be the same height as “Cat” in The Cat

Rental Store design mark.

PAGE LAYOUT — APPROVED SIGNATURE PLACEMENT

Design marks on this page are reproduced smaller than their respective minimum size requirements for illustration purposes only.

© 2006 Caterpillar All Rights Reserved. CAT, CATERPILLAR, their respective logos and “Caterpillar Yellow,” as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission.

© 2006 Caterpillar All Rights Reserved. CAT, CATERPILLAR, their respective logos and “Caterpillar Yellow,” as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission.

DEALER NAME


DEALER ADVERTISING EXAMPLES

Full-spreadFull-page

CAT RENTAL STORE ADVERTISING EXAMPLES

Full-spreadHalf-page

Dealer Name

Dealer Name

Dealer Name

Dealer Name

CORPORATE ADVERTISING EXAMPLES

Full-page Full-spread

Half-spread

Half-page

The examples on the following pages illustrate the flexibility inherent in the Advertising Framework. The composition of the Framework elements and included imagery should be determined by the content of your advertising. More examples are available on the attached CD-ROM as well as on https://brand.cat.com.

ADVERTISING EXAMPLES

Design marks on this spread are reproduced smaller than their respective minimum size requirements for illustration purposes only.

DEALER DEALER NAME


WEB BANNER EXAMPLESDEALER

3-frame, 150 x 200 pixels

CORPORATE



RENTAL

DIRECT MAIL EXAMPLESCORPORATE

DEALER

4"x7", four-panel

RENTAL

3"x5", flat postcard

Dealer Name

Dealer Name

6"x9", six-panel, tri-fold

Design marks on this spread are reproduced smaller than their respective minimum size requirements for illustration purposes only.

DEALER NAME


TONE EXAMPLESCONFIDENT ( H E A D L I N E )All the guts so you can take all the glory. ( S U B - H E A D + B O D Y C O P Y )The Cat ® H-Series. More power. More fuel efficient.When it comes to getting the job done right, it’s what’s inside that counts. Raw Caterpillar power. Legendary reliability. And a new level of fuel efficiency to lower fuel costs. You’ll find it all inside our new H-Series Wheel Loaders. With fully integrated ACERT ™ Technology and load-sensing hydraulics, you’re saving fuel, saving the planet, and saving margins. In short, moving more and making more. Which makes us look pretty progressive and you look pretty good.

GENUINE ( H E A D L I N E )In an era when everyone is expected to do more for less, why shouldn’t your wheel loader? ( S U B - H E A D + B O D Y C O P Y )The Cat ® H-Series. More power. More fuel efficient. Efficiency. You demand it of yourself and your employees. So why expect anything less from your machinery? That’s the driving force behind our new H-Series Wheel Loader. By integrating ACERT™ emission-reducing technology with load-sensing hydraulics, our new loader uses just the right amount of power for the job, increasing fuel efficiency by up to five percent. Ensuring you’re always moving more and making more. Now that’s progress.

APPROACHABLE ( H E A D L I N E )Don’t be fooled by all the strength and power. It’s got a sensitive side, too. ( S U B - H E A D + B O D Y C O P Y )The Cat ® H-Series. Now five percent more fuel efficient. It’s tough on earth, yet easy on the planet. Meet the Cat Wheel Loader H-Series with five percent greater fuel efficiency. By combining ACERT™ Technology and load-sensing hydraulics, we’ve created a loader that gives you the power your toughest job demands with the kind of lower fuel costs your bottom line needs. The ability to help you move more and make more. Now that’s progress.

A FEW DOS AND DON’TS:

DO:> Speak confidently about our product> Convey the strength of Caterpillar

and the Dealer network> Use the facts to bolster our claims> Employ clever language> Establish Caterpillar’s expertise> Strive to “break through the clutter”

DON’T:> Denigrate our competition> Boast or brag> Stretch the truth in the service of a

good headline> Wear out your thesaurus and

rhyming dictionary> Use jargon, overly technical language or

“corporatese” > Use questionable taste or language

Every piece of communication we produce possesses a “tone of voice.” Tone is conveyed in a number of ways, but is most closely associated in advertising with the quality of our writing. The fact is, how Caterpillar says something can be just as important as what it says.

Ultimately, Caterpillar must talk like a leader. Caterpillar’s leadership qualities are demonstrated through our character and reflected in our strong values-driven culture. A leader whose reliable products, services and experience instill a tremendous sense of comfort and confidence in our customers.

CONFIDENT> We are knowledgeable and resolute about the products and services

we offer> Language is self-assured; not self-centered, arrogant or boastful> Stems from the quality and reliability of our products and services

GENUINE> Authentic, up-front and forthright> Lacks pretense> Reflects our belief that our integrity and sincerity make our products

and services better

APPROACHABLE> Conversational and inviting> Present products and services in the simplest way possible> Speaking and writing like a person, not a corporate entity

Although each of these attributes helps define our tone, a single attribute may be emphasized in order to better align with market preferences. For instance, advertising in new geographic markets, where the Caterpillar brand is not well known, may require a more approachable tone.

THE CATERPILLAR TONE

CATERPILLAR IS A LEADER.Leadership can be portrayed in our communications by using the following attributes as guidelines.


BUYER ROLES: WHO IS THE TARGET BUYER?For most projects, the audience and buyer persona have already been defined. Caterpillar messaging owners research their markets and competitors continuously — that data provides quantitative input into the CVM process. Information should be frequently provided by the following methods:> Identify customer segments — variation in sub-industry definitions and preferences> Assess buyer perceptions — attributes by region, product, competitor brand> Uncover key contact points — where buyers look for useful information/frequency

IDENTIFYING KEY DECISION MAKERSIn most cases, it is important to go beyond simple industry identification of our customers and to identify who the Key Decision Makers are within those industries. Those Key Decision Makers can fill a number of roles within our customer businesses, including:> Owner/Chief Executive> Fleet Manager> Operators> Finance

BUYER GOALS: WHAT DO THEY CARE ABOUT?The “Buyer Goal” (Customer Issue) is the cornerstone for the message. It must be relevant to the industry, significant enough that the customer is willing to find ways to solve it, and communicated in the customer’s language. You can identify a Customer Issue through research, Caterpillar industry experts, and dealer input. Some additional data sources are listed below:> Voice of the Customer (VOC) > Ideation sessions> Field research > Industry Council worldwide research> Industry sub-segment definitions > Media studies> Major industry trends > Brand preferences studies

IDENTIFYING CUSTOMER ISSUESAs a starting point for the messaging process, we’ve identified five Customer Issues that apply to many of the industries we serve:> Control costs> Increase productivity> Find and keep qualified labor> Improve job safety> Meet environmental regulations

While these five Customer Issues are generic, it’s critical to understand exactly what they mean to a given industry or customer. For example, what does “increase productivity” mean to the Forestry industry? How do customers in that industry talk about productivity? And what problems, or Challenges, do they experience as they try to increase productivity? These are important questions that will help you begin the messaging process with a customer focus.

STEP ONE: OPPORTUNITY DEVELOPMENTCustomer Value Messaging (CVM ) is a customer-focused messaging strategy that begins the messaging process with an understanding of customer business issues, and structures messages from the customer’s perspective. It features a common process that uses a device called the “Message Map” to provide a common structure and consistent language for message development. The goal of CVM is to develop customer-focused messages and use them consistently across integrated marketing communications.

THE MESSAGE MAPThe Message Map is a simple structure for asking the right questions that help us generate customer-focused advertising. It consists of two basic steps — Opportunity Development and Solution Development — comprised of five basic questions:

CUSTOMER VALUE MESSAGING*

BUYER ROLES

BUYER GOALS

STEP ONE: OPPORTUNITY DEVELOPMENT ™

Who is the target buyer?

What do they care about?

SOLUTION MAPPING

VALUE CREATION

PROOF POINTS

STEP TWO: SOLUTION DEVELOPMENT ™

What can we offer to help?

How would that solution create value?

Can we prove our value claim?

* Customer Value Messaging is Caterpillar’s implementation of Customer Message Management. CMM Message Map™, Opportunity Development™ and Solution Development™ are trademarks of Customer Message Management LLC and are used by Caterpillar Inc. with permission.


STEP ONE: OPPORTUNITY DEVELOPMENT

CHALLENGE 1:

CHALLENGE 2:

CHALLENGE 3:

POTENTIAL IMPACT OF THIS CUSTOMER ISSUE:

BUYER ROLE:

BUYER GOAL:

INDUSTRY

KEY DECISION MAKER

CUSTOMER ISSUE

STEP TWO: SOLUTION DEVELOPMENT

CHALLENGE SOLUTION VALUE CREATION

PROOF POINTS

CUSTOMER ISSUE:

The Message Map template below was utilized in the Advertising Framework Training Workbook and was subsequently used to build a series of advertising creative briefs. These tools, templates and examples are available in electronic form on the attached CD-ROM.

At this point in the messaging process you’ve identified your target audience (Buyer Role), their most pressing Customer Issues and related Challenges (Buyer Goal). The next step is to determine Caterpillar’s “best answer” solution to the problem. This step is called Solution Development.

The difficulty is that there are many things Caterpillar could offer. The Customer Issues and Challenges will help you determine the capabilities that you should promote as our differentiated solution. Capabilities might be products, features, services, technologies or competencies that Caterpillar or Caterpillar dealers offer.

In most cases, our advertising should be focused on a specific solution. Given that assumption, in the “Solution Development” step of the CVM process, your task is to clearly identify the best aspects of that solution that address the Customer Issue and solve the Challenges. Our advertising should aim to clearly communicate the capabilities that truly solve the problem for the customer and provide value in terms of making their success and progress possible.

1. SOLUTION MAPPING: WHAT CAPABILITIES CAN WE OFFER AS A SOLUTION?> For each Challenge, map the “best answer” capabilities that specifically and uniquely address the problem.> Avoid mapping everything that Caterpillar offers! > By “Solution Mapping” Caterpillar capabilities to Customer Issues, we help the customer understand the unique way

that we can help them solve a problem.

2. VALUE CREATION: HOW WOULD THAT SOLUTION PROVIDE VALUE?> Value is created at the intersection of the Customer Issue and our “best answer” capabilities. It describes how the customer

could benefit by solving the problem with our mapped solution.> The best value statements are measurable in some way.

3. PROOF POINTS: CAN WE PROVE OUR VALUE CLAIM?> Proof Points are success stories, customer testimonials, product research data, third-party or analyst information,

or other key facts that give the customer confidence in our ability to do what we say the Caterpillar solution will do. In general, brief, numerical Proof Points work very well and are more memorable than words alone. For example, “SystemOne™ Undercarriage delivered 350,000 hours in...”

> If you use customer quotations or testimonials, keep them brief and focused on how Caterpillar solved the Customer Issue and Challenges.

STEP TWO: SOLUTION DEVELOPMENT

ADVERTISING FRAMEWORK OVERVIEW

General Questions Does the tone express Caterpillar’s values? Does the tone align with Caterpillar’s market position? Does the tone align with the local culture? Does the tone communicate leadership and progress? Does the tone speak directly to a specific audience? Is the language clear and straightforward? What tone is best suited to the creative assignment?

Confident Does the tone reflect knowledge and resolution? Is the language self-assured, not boastful or self-centered? Does the tone reflect quality and reliability? Are the sentences driven by active verbs? Does the most important information stand out?

Genuine Is the technical information easy to understand? Do we avoid equivocal language/qualifying statements? Do we make the reader feel smart and well-informed? Approachable

Do we use non-technical language? Is the tone conversational and inviting? Do we use personal pronouns? Can the customer locate himself in the text?

TONE

Approved Signature Approved artwork Two-color version Proper position in the page layout Surrounded by adequate clear space and greater than minimum size requirements Solid white background (or red band for Rental Store)

Typography Univers family Preferred styles (headline and subheads –Univers 67, text – Univers 57, 47, 45) Alternative style (text –Times) Headlines, subheads, running text and captions denote a clear hierarchy

Color Caterpillar Corporate Yellow, primary color Secondary colors of black, gray and white used in tandem for contrast Caterpillar Rental Red (for use by Cat Rental Stores only) Appropriate color values for application

Photography Progress (impact on economies, cultures, societies) Real (people and products in real environments) Big (ideas, machines, spaces, systems) Work (breadth and scope of work, commitment)

Page Layout White border (provides consistent placement, and clear space, for design mark and/or corporate tagline) Yellow field (contains main text and bleeds off at least one edge of the advertisement) Dominant image (follows Photography guidelines, avoids complexity)

LOOK

Opportunity Development™

Buyer Role: Who is the target audience for the message? Why is it important for Caterpillar to target this audience?

Buyer Goal: What is the Customer Issue (“I need to ”)? What are the business challenges or “pain points” associated

with this Customer Issue? Are the challenges significant enough for the customer

to pay to solve them?

Solution Development™

Solution Mapping: What Caterpillar capabilities solve each Challenge? Do the mapped capabilities differentiate Caterpillar? Avoid mapping everything that Caterpillar could offer!

Value Creation: What is the business impact to a customer who uses the

solution to address each Challenge? Is the value measurable ( , , $, %)? Are we proposing value (company-centric) or creating value

(customer-centric)?

Proof Points: What would prove our value claim? Is the proof point compelling to the customer? Is the proof point simple and memorable?

MESSAGE


The advertising framework toolkit CD-ROM (attached to the inside front cover) consists of a set of supporting elements that will assist you as you develop advertisements within the new Caterpillar Global Advertising Framework. The toolkit includes:

> Global Advertising Framework Standards for Use (PDF file)> Global Advertising Framework Reference Guidelines (PDF file)> Training Session Workbook (PDF file)> Training Session PowerPoint Presentation (Microsoft PowerPoint file)> Sample Print Ads (PDF file)> Sample Direct Mail (PDF file)> Sample Web Banners (PDF file)> Approved artwork of Caterpillar design mark and the Corporate tagline (EPS file)> Caterpillar Corporate Tagline Standards for Use (PDF file)> Photography and Video Guidelines (PDF file)> Color palettes built in Adobe InDesign and Adobe Illustrator (.INDD and .EPS files)> Sample Message Maps (PDF file)> Sample Creative Briefs (PDF file)

SUPPORT CENTERTo support the global rollout and adoption of the framework, Caterpillar is pleased to provide the Caterpillar Support Center (CSC). This no-cost consultation service will provide professional advise about the advertising materials you are creating and their consistency with the advertising framework. To reach the Support Center:

> E-mail: [email protected]> Mail: Caterpillar Support Center (CSC), 2300 Locust Street, St. Louis MO 63103-1512> Hours: Monday-Friday: 8:30am–5:30pm, Central Time (US)

ADVERTISING FRAMEWORK TOOLKIT

32

CAT, CATERPILLAR, their respective logos, “Caterpillar Yellow” and the POWER EDGE trade dress, as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission.

© 2006 CaterpillarAll Rights Reserved

TEKV0003Printed in USA

cat global advertising framework

Documents

caterpillars advertising

advertising framework

caterpillar brands

brand essence of caterpillar

strong global brand

caterpillar brand web

consistent look

unique look