Cummins launches global branding initiative

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Cummins Inc. has announced a global branding strategy designed to make it easier for customers to do business with Cummins worldwide while providing international growth and enduring value for Cummins stakeholders.

“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,” says Tim Solso, chairman and chief executive officer of Columbus, Ind.-based Cummins.

Solso says the timing is right for the branding initiative. “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,” he says. “To ensure that The New Cummins achieves top-of-mind awareness among all potential customers, partners and stakeholders, Cummins is launching a stronger, more unified branding strategy that reflects a stronger, more diversified Cummins.”

The New Cummins branding strategy unites all businesses and products under the Cummins brand name and leverages the power of the colors of red and black to give the traditional Cummins logo a bolder look and feel: This facilitates a stronger, more recognizable Cummins brand identity that will be applied globally and across all business units. 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 says. “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.”

    Joe Loughrey, Cummins president and chief operating officer, added that by achieving one brand focus worldwide, the company will be better able to deliver the key Cummins brand attribute to every customer worldwide. “In a rapidly developing global marketplace, it is essential that every Cummins customer comes to experience Cummins dependability,” Loughrey says. “We want our customers to know they can count on Cummins to do what we say we will do. Then the Cummins brand will truly stand for something that is so universal — and so compelling — it will cross any language barrier, continent or culture.”