Cummins Branding Story

Cummins Branding Campaign

Situation: Cummins grew by acquiring component manufacturers, each with their own strong identity – becoming a house of brands – but their strength came from product integration. It didn’t make sense to have Fleetguard filters and a Holset turbo on a Cummins engine when owned by the same company.

Solution: PriceWeber unified all of the varied business units under the Cummins name as a branded house, leveraging the strength of the master brand. We developed the brand standards, and all of the messaging to employees based on a “One Company, One Focus, One Voice” theme.

Success: Cummins management and its global network embraced their new identity, and saw market share grow by 325%. Net revenues have increased from $5.7 billion to $17.5 billion over the last 20 years in spite of a deep recession.