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Design Management Journal, Vol. 6, No. 1, Winter 1995

Article:

How We Developed 'Communicating Caterpillar--One Voice'

By Bonnie Briggs, Mgr, Corporate ID & Communications, Caterpillar

For Caterpillar, corporate voice requires wisdom, not rules. Recently the global company decentralized, and each unit, in the face of growing competition, has tried very carefully to define its mission and its products. As Bonnie Briggs explains, this complex situation has led to a strategy in which, while there are certain uniform, corporate-wide identity standards, many critical communications elements are developed by individuals trained in understanding Caterpillar's voice generally rather than knowing how to look specifics up in a catalogue of design guidelines.


Keywords: Corporate Identity, Decentralization, Communication Strategy, Case Study or Method, Corporate Identity/Voice



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This document was last updated January 7, 1997.



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