That’s all part of it. tougher than our hardest ground-engaging tools. more powerful than our largest marine engines. That’s why the promise of the Cat brand is to be a champion for our customers’ enduring success. Our customers must be our focus. Nothing happens without our customers. Doug Oberhelman Chairman & CEO . With them. but the heart of the Cat brand is simple.DEAR COLLEAGUES When you think about the Cat brand. Without them. and finding ways to make them more successful must be the basis of everything that we do. power communities and develop resources. we have a future. That’s why the Cat brand is more than yellow iron. we only have a past. what comes to mind? Maybe you think about tractors. wheel loaders. who use the tools we make to change the world. trucks and engines—the stuff we make. It’s bigger than our biggest dragline. Or maybe you think about everything yellow iron can do—build roads and schools and bridges. The core of our brand is our customers. and more responsive than our quickest skid-steer loader.


No matter the geography or size of the endeavor. Our brand has significant power—and potential—around the world. To design quality products and deliver dependable services. We know this because we are guided by two simple principles: OUR UNIQUE BUSINESS MODEL 4 1. It helps us grow in new markets as we spread the truth of our excellence and dependability. it supports our unique business model at each stage: A strong brand strengthens all of us. A clear brand connects. We are at our best when we help them succeed—and when we listen. all of our customers share the desire to succeed. It helps us continually deliver customer growth. it helps us harvest the most fruitful relationships. Our brand is our machines.OUR BRAND GUIDES EVERYTHING WE DO We all know the Cat brand is more than our logo. 2. they all want to make a lasting contribution to better lives. AND CUSTOMER SUCCESS IS AT THE CORE OF WHAT WE DELIVER The heart of the Cat brand—the unchanging core of our existence—is a devotion to the customer. Whether building a business that feeds a family or creating infrastructure that develops a nation. It guards our culture and unifies us as we seed the world with the most enduring solutions. In clarifying and communicating what we know to be true. and our support—it’s in everything we deliver and everything we do. 5 . A unique brand opens doors. By aligning internal and customer objectives. Amplify the success. grow and harvest model. our solutions. we must understand our customers’ needs and align all of our efforts to those needs. our engines. Our brand is also a guidepost. This focus drives our seed. It helps bring us together and direct the experience we provide to customers each and every day. Understand the need.

But through everything.” “ Sie unterstützen mich – egal. WE BUILT ON THESE INSIGHTS TO CLARIFY OUR BRAND “ I’ve been in this business for a long time.” “代理商对我们是很大的支持。 ” “ They fill my needs with quality products. they back it up with great service. but most importantly.” .” WHEN WE ASKED OUR CUSTOMERS: WHAT SETS THE CAT BRAND APART? WHY DO YOU BUY CAT PRODUCTS OR SERVICES? THEY POINTED TO OUR PEOPLE ADVANTAGE. wo auf der Welt ich tätig bin. Thank you for that. though. If I need help.”  “ Hanno la più grande ed efficiente rete di servizi del mondo. Cat service is great.” “ The people in the Cat dealership network are the standard setters.” “ The people who support Cat products are 100% dependable.” “ YOUR PEOPLE HAVE ALWAYS BEEN YOUR GREATEST STRENGTH.“ No puedo obtener esta accesibilidad en ningún otro lado.” “Отличное качество услуг. that’s when they really step above all the other companies and take care of me—the customer—like no one else can. and I’ve seen it all. my dealer has always supported me. When things are good.

With the powerful advantage of our people leading the way. success follows. success follows. food on their tables. the core of the Cat brand is serving customers—the people who depend on our machines. engines and ideas to put a roof over their heads. success follows. This is the heart of our brand. and we’ve summoned six powerful words to summarize it: A CHAMPION FOR YOUR ENDURING SUCCESS It’s a confident statement built from the excellence of our people and our overriding commitment to customer success. When customers see how relentlessly we solve problems. 9 8 . A reputation for surpassing customers’ expectations with complete solutions. we adopt them. We not only support customer objectives. measurement and accomplishment: WE ARE A CHAMPION FOR CUSTOMERS We are customer advocates focused on driving customer growth. it is also a plan of action. We’re a leading company whose history of success promises future growth. It’s a pledge to durability and sustainability well beyond the near term. OUR SUCCESS IS CUSTOMER SUCCESS When customers feel the strength of our people. and a brighter future in front of their children. we are winners serving winners. When customers understand how Cat products and service deliver superior long-term value. When you examine it more closely. extending short-term value to long-term growth. WE DELIVER ENDURING SUCCESS Our ability to deliver lifecycle value.


Call it a stubborn refusal to accept the ordinary or a built-in passion to surpass every expectation—the people of Caterpillar never settle and never pause until every customer succeeds. Consider what this statement means: We’re an exceptional team. It’s in our bones. we’re fueled by a drive to succeed. dealer—no matter your expertise —we are all part of the one great global team that works together on behalf of our customers. We’re unyielding. At every level of Caterpillar. Every division and business unit that supports the Cat brand consists entirely of people committed to personal and professional success. finance professional. it is a statement of fact. product designer. 12 13 .WHAT MAKES US WHO WE ARE WE ARE AN EXCEPTIONAL TEAM WITH AN UNYIELDING COMMITMENT TO WINNING This is not a goal. Our competitive fire burns bright because every customer’s success depends on it. Whether you are an engineer. supplier. We’re committed to winning.

dependable products and solutions for a lifetime of value Unmatched. on-the-ground team who stands behind our products and beside our customers A culture driven by what our customers want and deserve A LIFETIME OF BEING THERE FOR OUR CUSTOMERS 14 15 .WHAT SETS US APART A dedication to delivering the best-built.

WHAT WE DELIVER TO OUR CUSTOMERS AN ONGOING PROGRESSION OF BOTH SHORT-TERM VALUE AND LONG-TERM GROWTH Think of it as building together—a way to unify our customers’ immediate needs with the kinds of products and services that will serve them over many years. quality products. durability and lower cost of ownership story. unmatched rebuilds. 16 17 . An ongoing progression requires persistence and energy—and a commitment to learning from successes and building upon them. Long-term growth and customer success are made possible by ongoing support. Short-term value helps the customer better appreciate and rationalize our lasting impact. and an overarching commitment to a lasting partnership. Gains like immediate efficiency and uptime improvements are very compatible with telling a lifecycle.

RESPECTFUL We work to understand the unique needs of our customers. AUTHENTIC STRONG We are upfront. 18 19 . big and small. down-to-earth. we are passionate about always improving. they depend on the same character qualities that we recognize as essential to building customer success. our products.OUR CHARACTER Wherever our customers do business. and hardworking in all that we do. We exhibit a humble confidence in ourselves. we embrace our role as the people who work with and for them. and our solutions.

WHAT WE NEED FROM YOU A brand reputation is earned. This is truer of the Cat brand than of most. support Cat solutions. or in the field—whether you’re building spreadsheets. It’s what we need from each and every one of you. not fabricated. Today. It is built one moment of truth after another. we live and grow their brand—our brand—for the future. There is no job that will not benefit from your performing in this spirit. It’s who we are as the people who build Cat products. We innovate and grow on behalf of our customers. We champion customer success. machines. We are winners serving winners. deliver Cat services. or relationships—every task that we undertake is an opportunity to pave the way for another customer’s success. on the floor. Whether you’re in the office. 20 . and to sustain our own. The people who originally built the Cat brand were committed to customer success. and live the Cat brand.

PEDJ0126 Printed in the USA 100% Recycled 50% Post Consumer Waste English .BRAND. their respective logos. All Rights Reserved.CAT. CATERPILLAR. “Caterpillar Yellow” and the “Power Edge” trade dress. are trademarks of Caterpillar and may not be used without permission. as well as corporate and product identity used herein. CAT.COM © 2012 Caterpillar.