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


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

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

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


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. Every division and business unit that supports the Cat brand consists entirely of people committed to personal and professional success. We’re unyielding. we’re fueled by a drive to succeed. Our competitive fire burns bright because every customer’s success depends on it. 12 13 . it is a statement of fact. At every level of Caterpillar. It’s in our bones. supplier. We’re committed to winning. Whether you are an engineer.WHAT MAKES US WHO WE ARE WE ARE AN EXCEPTIONAL TEAM WITH AN UNYIELDING COMMITMENT TO WINNING This is not a goal. dealer—no matter your expertise —we are all part of the one great global team that works together on behalf of our customers. product designer. Consider what this statement means: We’re an exceptional team. finance professional.

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. dependable products and solutions for a lifetime of value Unmatched.

quality products. 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. durability and lower cost of ownership story.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. and an overarching commitment to a lasting partnership. unmatched rebuilds. Gains like immediate efficiency and uptime improvements are very compatible with telling a lifecycle. 16 17 . An ongoing progression requires persistence and energy—and a commitment to learning from successes and building upon them.

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

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

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

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