REFERENCE GUIDELINES

CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

INTRODUCTION

CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

The Global Advertising Framework will guide all of Caterpillars 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.

TOOLKIT
C at
de ra ly s t on in s ta ee o n l oy Dc p is C em T h illar erp

CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

m e . C ark nd p at s , te ro er log in is p pi s o lla s , t i th r In im uc of c . age rod ses res s a is p er u h er v nd o T . ot h t es Inc t he he r inte ll a r . A ny ll e e terpi righ t to r c t u a l p r o p e r t y o w n e d by C a a ny t i m t e v o ke a l t he us e of t his materia

d f er or u t y se ar b es ya tri uth ctl or y p ize roh d ibit ed.

Overview of the Advertising Framework _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 2 LOOK Approved Signature Placement _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 4 Typography _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 8 Color_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 10 Photography _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 12 Page Layout _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 16 Examples _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 20 TONE
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

24 26

MESSAGE

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

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

CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

ADVERTISING FRAMEWORK ELEMENTS

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:

LOOK Approved Signature Typography Color Photography Page Layout

TONE Writing Tone

MESSAGE Customer Value Messaging

Univers 67 (bold condensed

AaBbCc
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. Caterpillars 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.

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

Caterpillars leadership qualities are personified through the language we use.

Caterpillar advertising centers around our customers needs.

CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

CATERPILLAR DESIGN MARK

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 Caterpillars standards.

CATERPILLAR CORPORATE TAGLINE

The Caterpillar Corporate Tagline consists of the Caterpillar design mark and the text TODAYS WORK. TOMORROWS WORLD. underneath it. The Corporate Tagline is an expression of Caterpillars 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.

>1.5" 38mm

>1.5" 38mm

MINIMUM SIZE REQUIREMENT Never reproduce the two-color design mark in a size less than 1.5" (38mm).

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

MINIMUM SIZE REQUIREMENT The 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 REQUIREMENT The 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 interpretation of the tagline.

CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

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

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

THE CAT RENTAL STORE 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.

>.25" 7mm

MINIMUM SIZE REQUIREMENT Never reproduce the descriptor in a size that allows the Cat design mark to be less than .25" (7mm).

Dealer Name
MINIMUM SIZE REQUIREMENT Never reproduce the Dealer lock-up in an overall width less than 2" (51mm).

Dealer Name

> 2" 51mm

>1" 26mm

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

Dealer Name
CLEAR SPACE REQUIREMENT Always surround the design mark with adequate clear space. Clear space must be equal to the height of the C in the Cat design mark.

NAME
>1" 26mm

Dealer Name

MINIMUM SIZE REQUIREMENT Never reproduce The Cat Rental Store design mark in an overall width (the yellow area) less than 1" (26mm).

CLEAR SPACE REQUIREMENT Surround 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.

CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

TYPOGRAPHY
Caterpillars 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.
> > > >

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 67 (Bold Condensed) for headlines and subheads Univers 57 (Condensed) for text Univers 47 (Light Condensed) for text Univers 45 (Light) for text

> > >

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

LOREM IPSUM, DOLORE EST.

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.
LOREM IPSUM DOLOR SIT AMET www.catproductinfo.com/name

Lorem ipsum, dolore sit amet.

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

Univers

PREFERRED STYLES

Times
PREFERRED STYLES

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz123456 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz12345 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234

Univers 45 (light) Univers 47 (light condensed) Univers 57 (condensed)

Univers 67 (bold condensed)

Times Roman

ABCDEFGHIJKLMNOPQRSTUVW abcdefghijklmnopqrstuvwxyz12345
Times Italic

LOREM IPSUM, DOLORE SIT.

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

Lorum ipsum dolar, sit amet etorsua.

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

ABCDEFGHIJKLMNOPQRSTUVWX abcdefghijklmnopqrstuvwxyz123456
Times Bold

ABCDEFGHIJKLMNOPQRSTUV abcdefghijklmnopqrstuvwxyz123

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CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

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COLOR
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.

CATERPILLAR CORPORATE YELLOW

Color 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 producible material (i.e., paint, textiles, ink, plastic, vinyl, etc.). Tolerance guides and swatches are available in both matte and gloss (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.

CATERPILLAR RENTAL RED

BLACK

GRAY

REPRODUCTION VALUES

NCS (Gloss and Matte finish)

NCS 0775-Y14R

NCS 2272-Y92R

NCS S9000 N

PROCESS PRINTING (C, M, Y, K) Cyan Magenta Yellow Black

GLOSS

0 29 100 0

MAT TE

0 23 100 0

Cyan Magenta Yellow Black

GLOSS

0 100 100 35

MAT TE

0 100 100 33

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

Cyan Magenta Yellow Black

GR AY

50 34 31 1

MULTIMEDIA (R, G, B) Red Green Blue 255 205 17 Red Green Blue 175 14 14 Red Green Blue 0 0 0

WEB SITE COLOR (hexadecimal) #FF CC 00 #FF 99 00 (for text or thin lines) L*a*b* COLOR L* a* b* 77.71 18.08 75.36 L* a* b* 39.63 42.08 21.71 #99 00 00 #AF 0E 0E #00 00 00

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

*All values according to CID D65, 10

*All values according to CID D65, 10

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CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

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PHOTOGRAPHY
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.

VISUALIZE PROGRESS

Whenever possible, we must align our imagery around Caterpillars 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 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.)

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CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

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PHOTOGRAPHY

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CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

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

2.

1. WHITE BORDER

The 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.

The 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.

2. YELLOW FIELD

3.

PAGE LAYOUTFLEXIBILITY The 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.

1.

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

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.

3. IMAGE

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CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

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PAGE LAYOUT APPROVED SIGNATURE PLACEMENT

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.

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

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.

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
> > > >

NAME OF DEALERSHIP 12345 Main Street Springfield MO 24356

Tel: (123) 456-5678 Email: catdealership@cat.com www.websiteaddress.com

Dealer Name Dealer Name

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.

DEALER NAME

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

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CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

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ADVERTISING EXAMPLES
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.

DEALER ADVERTISING EXAMPLES

CORPORATE ADVERTISING EXAMPLES

Dealer Name Dealer Name
Dealer Name Dealer Name

Full-page

Full-spread

CAT RENTAL STORE ADVERTISING EXAMPLES

Full-page

Full-spread

DEALER

DEALER NAME

Half-spread

Half-page

Full-spread

Half-page

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

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DIRECT MAIL EXAMPLES

CORPORATE

WEB BANNER EXAMPLES

DEALER

3-frame, 150 x 200 pixels

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

DEALER

CORPORATE

RENTAL

DEALER NAME
Dealer Name

4"x7", four-panel
RENTAL

Dealer Name

4-frame, 400 x 60 pixels

3"x5", flat postcard

2-frame, 150 x 600 pixels

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

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CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

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THE CATERPILLAR TONE

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. Caterpillars 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
> > >

TONE EXAMPLES
CONFIDENT
( HEADLINE )

A FEW DOS AND DONTS: 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 Caterpillars expertise > Strive to break through the clutter
>

All the guts so you can take all the glory.

+ B O DY C O P Y ) The Cat H-Series. More power. More fuel efficient. When it comes to getting the job done right, its whats inside that counts. Raw Caterpillar power. Legendary reliability. And a new level of fuel efficiency to lower fuel costs. Youll find it all inside our new H-Series Wheel Loaders. With fully integrated ACERT Technology and load-sensing hydraulics, youre 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.
( SUB - HE AD

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
( HEADLINE )

Leadership can be portrayed in our communications by using the following attributes as guidelines.

CATERPILLAR IS A LEADER.

GENUINE
> > >

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

In an era when everyone is expected to do more for less, why shouldnt your wheel loader?
+ B O DY 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? Thats 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 youre always moving more and making more. Now thats progress.
( SUB - HE AD

DONT: 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
>

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.

APPROACHABLE
( HEADLINE )

Dont be fooled by all the strength and power. Its got a sensitive side, too.
+ B O DY C O P Y ) The Cat H-Series. Now five percent more fuel efficient. Its 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 loadsensing hydraulics, weve 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 thats progress.
( SUB - HE AD

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CUSTOMER VALUE MESSAGING*

Customer 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 customers 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 MAP The 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: STEP ONE: OPPORTUNITY DEVELOPMENT

STEP ONE: OPPORTUNITY DEVELOPMENT

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 MAKERS In 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 ROLES: WHO IS THE TARGET BUYER?

BUYER ROLES BUYER GOALS

Who is the target buyer? 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 customers 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 ISSUES As a starting point for the messaging process, weve 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

BUYER GOALS: WHAT DO THEY CARE ABOUT?

STEP TWO: SOLUTION DEVELOPMENT

SOLUTION MAPPING VALUE CREATION PROOF POINTS

What can we offer to help? How would that solution create value? Can we prove our value claim?

While these five Customer Issues are generic, its 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.

Customer Value Messaging is Caterpillars 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.

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CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

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STEP TWO: SOLUTION DEVELOPMENT

At this point in the messaging process youve identified your target audience (Buyer Role), their most pressing Customer Issues and related Challenges (Buyer Goal). The next step is to determine Caterpillars 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?
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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.

STEP ONE: OPPORTUNITY DEVELOPMENT BUYER ROLE:

INDUSTRY

KEY DECISION MAKER

BUYER GOAL:
CHALLENGE 1: CHALLENGE 2: CHALLENGE 3: POTENTIAL IMPACT OF THIS CUSTOMER ISSUE:

CUSTOMER ISSUE

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.

STEP TWO: SOLUTION DEVELOPMENT

CUSTOMER ISSUE:

2. VALUE CREATION: HOW WOULD THAT SOLUTION PROVIDE VALUE?

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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.

CHALLENGE

SOLUTION

VALUE CREATION

3. PROOF POINTS: CAN WE PROVE OUR VALUE CLAIM?

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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.

PROOF POINTS

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CATERPILLAR GLOBAL ADVERTISING FRAMEWORK

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ADVERTISING FRAMEWORK OVERVIEW

LOOK
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)

TONE
General Questions
Does the tone express Caterpillars values? Does the tone align with Caterpillars 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?

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?

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

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?

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)

MESSAGE
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?

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)

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ADVERTISING FRAMEWORK TOOLKIT

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

(PDF file) (PDF file) (PDF file) (Microsoft PowerPoint file) (PDF file) (PDF file) (PDF file) (EPS file) (PDF file) (PDF file) (.INDD and .EPS files) (PDF file) (PDF file)

SUPPORT CENTER To 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:
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E-mail: catcsc @ nsi1919.com Mail: Caterpillar Support Center (CSC), 2300 Locust Street, St. Louis MO 63103-1512 Hours: Monday-Friday: 8:30am5:30pm, Central Time (US)

CAT, CATERPILLAR, their respective logos, Caterpillar Yellow and the POWER 2006 Caterpillar All Rights Reserved EDGE trade dress, as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission. TEKV0003 Printed in USA