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How We Developed “Communicating Caterpillar: One Voice”

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AUTHOR(S):

Bonnie Briggs, Manager, Corporate Identity and Communications, Caterpillar

 

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 com

 

PUBLISHED: 1995

 

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