Although Caterpillar’s name and brand are grounded in history, the company needed a clear articulation of its strategic intent beyond asserting its manufacturing capability and legacy.
VSA took an idea that began in a conversation with CEO Jim Owens and translated it across audiences, media, cultures and national borders. “Making progress possible†defines Caterpillar’s purpose in the world, reflecting its new enterprise strategy and corporate values.
VSA launched “The World: In Progress,” a global reputation campaign. All campaign materials featured the new corporate tagline: Today’s Work. Tomorrow’s World. The integrated campaign ran in the United States, Europe and Asia. The campaign’s message was also expressed through video and environmental graphics, Web design, global brand standards for product advertising, and the company’s annual report and sustainability report.