Catharina Stackelberg, CEO of Marketing Clinic, presents her vision of what it takes for a company to succeed with their marketing in the modern world. Speaking during the Marketing Automation Unplugged-event organized by SBD on February 5th 2015, she started by going through the absolute basics of every success story in marketing - the factors that don't change in an ever changing landscape. She then went on to strengthen her points by placing them in a practical setting and explaining their impact through the use of success stories from different industries.
Caterpillar is the world’s leading manufacturer of construction and mining equipment, diesel and natural gas engines, and diesel-electric locomotives. Caterpillar continues to maintain consistency across all touchpoints, most notably through its communications and dealerships. As the company continues to grow through acquisition, this branding expertise is paying off, as shown by the seamless incorporation of Bucyrus into the brand. R&D investment is at a record USD $2.3 billion, and focus on customers has enabled Caterpillar to gain insight into future needs. In 2011, the company launched the most innovative truck on the market, the CT660, focusing on its application in business rather than just the vehicle itself. Other recent initiatives include: caterpillaruniversity.com (to help customers learn about products) and a website and app to support customers’ rental needs. It’s no wonder Caterpillar’s global sales dwarf those of competitors. Still, highly publicized labor disputes could damage Caterpillar’s performance and image.
Brand value ranking: # 61Brand value up 13 %
Brand value: 6,3 billion €