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Cummins launches branding initiative

COLUMBUS, Ind. - A new global branding strategy unveiled by Cummins has been designed to provide a stronger, more recognizable Cummins brand identity which will be applied globally and across all busi...


COLUMBUS, Ind. – A new global branding strategy unveiled by Cummins has been designed to provide a stronger, more recognizable Cummins brand identity which will be applied globally and across all business units.

The branding was announced during the corporation’s annual meeting and the strategy is expected to provide international growth and value for Cummins stakeholders, while making it easier for customers to do business with the company worldwide.

“The timing is right for this branding initiative,” said Tim Solso, chairman and CEO of Cummins. “Over the last five years, the company has been reshaped into a company we are calling, The New Cummins, a company that is less cyclical, more diversified, more results-oriented and continuously committed to turning a greater share of its sales into profits.”

The branding strategy unites all businesses and products under the Cummins brand name and leverages the power of the colours red and black to give the traditional Cummins logo a bolder look and feel.

“By creating clarity and consistency with the Cummins brand worldwide, our external audiences will better recognize who we are and what sets Cummins, and our customer experience, apart from every other brand,” noted Solso.

Effective immediately, new Cummins business descriptors will be standardized under the new branding strategy, as follows:

* Cummins Emission Solutions

* Cummins Filtration (formerly Fleetguard)

* Cummins Fuel Systems

* Cummins Generator Technologies (formerly Newage)

* Cummins Power Generation

* Cummins Turbo Technologies (formerly Holset)

“For the first time, the depth and diversity of The New Cummins will be communicated with one brand voice worldwide,” Solso added.

“And more importantly, it will be instantly recognized and understood by our customers no matter how far business may take them, and Cummins, in the global marketplace.”


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