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How We Developed “Communicating Caterpillar: One Voice”
Author(s) -
Briggs Bonnie
Publication year - 1995
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1995.tb00425.x
Subject(s) - caterpillar , face (sociological concept) , competition (biology) , business , identity (music) , unit (ring theory) , public relations , sociology , political science , psychology , aesthetics , mathematics education , ecology , social science , biology , philosophy , lepidoptera genitalia
FOR CATERPILLAR, CORPORATE VOICE requires wisdom, not rules. Recently the global company decentralized, and each unit, in the face of growing competition, has tried very carefully to define its mission and its products. As Bonnie Briggs explains, this complex situation has led to a strategy where, while there are certain uniform, corporate‐wide identity standards, many critical communications elements are developed by individuals trained in understanding Caterpillar's voice generally rather than knowing how to look specifics up in a catalogue of design guidelines.