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THE CAT BRAND

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

Doug Oberhelman Chairman & CEO

CUSTOMER SUCCESS

OUR SUCCESS

OUR BRAND GUIDES EVERYTHING WE DO


We all know the Cat brand is more than our logo. Our brand is our machines, our engines, our solutions, and our supportits in everything we deliver and everything we do. Our brand is also a guidepost. It helps bring us together and direct the experience we provide to customers each and every day. Our brand has significant powerand potentialaround the world. In clarifying and communicating what we know to be true, it supports our unique business model at each stage: A strong brand strengthens all of us. It guards our culture and unifies us as we seed the world with the most enduring solutions. A unique brand opens doors. It helps us grow in new markets as we spread the truth of our excellence and dependability. A clear brand connects. By aligning internal and customer objectives, it helps us harvest the most fruitful relationships.

AND CUSTOMER SUCCESS IS AT THE CORE OF WHAT WE DELIVER


The heart of the Cat brandthe unchanging core of our existenceis a devotion to the customer. This focus drives our seed, grow and harvest model. It helps us continually deliver customer growth. We know this because we are guided by two simple principles:

OUR UNIQUE BUSINESS MODEL


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1. 2.

Understand the need. To design quality products and deliver dependable services, we must understand our customers needs and align all of our efforts to those needs. We are at our best when we help them succeedand when we listen. Amplify the success. No matter the geography or size of the endeavor, all of our customers share the desire to succeed. Whether building a business that feeds a family or creating infrastructure that develops a nation, they all want to make a lasting contribution to better lives.

 No puedo obtener esta accesibilidad en ningn otro lado.


 The people who support Cat products are 100% dependable.
 The people in the Cat dealership network are the standard setters. 

 Hanno la pi grande ed efficiente rete di servizi del mondo.

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. WE BUILT ON THESE INSIGHTS TO CLARIFY OUR BRAND
 Ive been in this business for a long time, and Ive seen it all. But through everything, my dealer has always supported me. When things are good, Cat service is great. If I need help, though, thats when they really step above all the other companies and take care of methe customerlike no one else can. Thank you for that.

 YOUR PEOPLE HAVE ALWAYS BEEN YOUR GREATEST STRENGTH.



 Sie untersttzen mich egal, wo auf der Welt ich ttig bin.

 They ll my needs with quality products, but most importantly, they back it up with great service.

With the powerful advantage of our people leading the way, the core of the Cat brand is serving customersthe people who depend on our machines, engines and ideas to put a roof over their heads, food on their tables, and a brighter future in front of their children. This is the heart of our brand, and weve summoned six powerful words to summarize it:

A CHAMPION FOR YOUR ENDURING SUCCESS


Its a confident statement built from the excellence of our people and our overriding commitment to customer success. Its a pledge to durability and sustainability well beyond the near term. When you examine it more closely, it is also a plan of action, measurement and accomplishment:

WE ARE A CHAMPION FOR CUSTOMERS


We are customer advocates focused on driving customer growth. We not only support customer objectives, we adopt them. Were a leading company whose history of success promises future growth; we are winners serving winners.

WE DELIVER ENDURING SUCCESS


Our ability to deliver lifecycle value, extending short-term value to long-term growth. A reputation for surpassing customers expectations with complete solutions.

OUR SUCCESS IS CUSTOMER SUCCESS


When customers feel the strength of our people, success follows. When customers see how relentlessly we solve problems, success follows. When customers understand how Cat products and service deliver superior long-term value, success follows.
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AYUDAR A LOGRAR UN XITO DURADERO EN NUESTROS CLIENTES ,

SEMPRE PRESENTE EM SEU SUCESSO

A CHAMPION FOR YOUR ENDURING SUCCESS



A VOS CTS SUR LA ROUTE DU SUCCS

DIE BESTEN FR DAUERHAFTEN ERFOLG

WHAT MAKES US WHO WE ARE

WE ARE AN EXCEPTIONAL TEAM WITH AN UNYIELDING COMMITMENT TO WINNING


This is not a goal; it is a statement of fact. Every division and business unit that supports the Cat brand consists entirely of people committed to personal and professional success. Its in our bones. Consider what this statement means: Were an exceptional team. Whether you are an engineer, supplier, product designer, finance professional, dealerno matter your expertise we are all part of the one great global team that works together on behalf of our customers. Were unyielding. Call it a stubborn refusal to accept the ordinary or a built-in passion to surpass every expectationthe people of Caterpillar never settle and never pause until every customer succeeds. Were committed to winning. At every level of Caterpillar, were fueled by a drive to succeed. Our competitive fire burns bright because every customers success depends on it.
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WHAT SETS US APART

A dedication to delivering the best-built, 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


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WHAT WE DELIVER TO OUR CUSTOMERS

AN ONGOING PROGRESSION OF BOTH SHORT-TERM VALUE AND LONG-TERM GROWTH


Think of it as building togethera way to unify our customers immediate needs with the kinds of products and services that will serve them over many years. An ongoing progression requires persistence and energyand a commitment to learning from successes and building upon them. Short-term value helps the customer better appreciate and rationalize our lasting impact. Gains like immediate efficiency and uptime improvements are very compatible with telling a lifecycle, durability and lower cost of ownership story. Long-term growth and customer success are made possible by ongoing support, quality products, unmatched rebuilds, and an overarching commitment to a lasting partnership.

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OUR CHARACTER
Wherever our customers do business, they depend on the same character qualities that we recognize as essential to building customer success.

AUTHENTIC STRONG

We are upfront, down-to-earth, and hardworking in all that we do.

We exhibit a humble confidence in ourselves, our products, and our solutions; we are passionate about always improving.

RESPECTFUL
We work to understand the unique needs of our customers, big and small; we embrace our role as the people who work with and for them.

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WHAT WE NEED FROM YOU


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

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BRAND.CAT.COM
2012 Caterpillar. All Rights Reserved. CAT, CATERPILLAR, their respective logos, Caterpillar Yellow and the Power Edge trade dress, as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission. PEDJ0126 Printed in the USA

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