CAT Brand Awareness

Brand Training for a Global Workforce

Caterpillar’s Global Brand Marketing (GBM) Team conducted a needs analysis that surveyed various functional areas across the company on common needs associated with Caterpillar’s flagship brand, the Cat brand. GBM identified five focus areas:

  1. Connecting brand strategy to Caterpillar’s business model
  2. Differentiating between the Cat and Caterpillar brands
  3. Articulating the Cat brand promise
  4. Familiarizing employees with brand information sources
  5. Understanding how to strengthen the Cat brand

One of the key objectives was to educate those outside the marketing space about the importance of good brand management and allow them to see how they impact the Cat brand. Caterpillar needed a training solution for all 125,000+ worldwide Caterpillar employees as well as Cat dealers.

Enspire  provided Caterpillar with both the technical and instructional design expertise required to develop and implement the training solution. The project began with an in-depth, half-day design workshop and kickoff meeting to plan for the needs and challenges presented by this particular course. Enspire’s team worked  closely with Caterpillar Global Brand Marketing to ensure that the course itself never strayed from the company’s style and language.

Upon completion of this course, learners will be able to:

  • Define “brand”
  • Demonstrate an appreciation for the importance of a brand management strategy
  • Relate Caterpillar’s brand management strategy to its business success
  • Explain how consistency, discipline, and an enterprise focus strengthen Caterpillar and its brands
  • Differentiate between Cat and Caterpillar
  • Explain how the learner can impact the brand
  • Identify common brand usage infringements
  • Recall where to go for brand questions and assistance

Cat employees were impressed by the course: “This is one of the best-looking, most engaging web-based courses I’ve taken! Very excellent presentation. Every employee can draw a clear line from what they do day-to-day in their functional area to the brand promise.”

Industry: Manufacturing
Solution: Online Training
Services: Instructional Design
Experience Design
Rich-Media Development
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