Abstract
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.
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