Caterpillar products are premium priced and are regarded as more effective and money saving in the long term because their systems are proven to work harder and longer than competitive products. Faced...

Caterpillar products are premium priced and are regarded as more effective and money saving in the long term because their systems are proven to work harder and longer than competitive products. Faced with the threat of potential brand erosion and customer confusion due to decentralized divisions the company decided to develop a program to secure and foster the integrity of its corporate image. The result was the “One Voice”