"Our audit found the brand's previous line, ALWAYS ON, didn't resonate with customers who often mistook it as a promise about 24/7 uptime and availability. We needed the new ID to embody the universal truth all stakeholders understand: the pursuit of success and progress never rests, to stand still is to fall behind."
"FOR A WORLD THAT'S ALWAYS ON is customer-centric and future facing. It tells the audience that Cummins is endlessly responsive to their needs and will keep them ahead of change in a world that never stops."
"The campaign boosted both Cummins' brand awareness and position as an innovator, with a more than 70% increase in awareness among the key tech influencer audience, and 50% among tech enthusiasts. Awareness of Cummins' position at the forefront of development of innovative, sustainable power technologies increased 7 fold among tech influencers."
Cummins, a power solutions specialist, sought to shift its brand perception from being exclusively a diesel engine company to being recognized for innovation and reliability. The previous tagline 'ALWAYS ON' was misinterpreted by customers as a promise of 24/7 uptime. The new brand platform 'FOR A WORLD THAT'S ALWAYS ON' reflects the universal truth that progress never stops and standing still means falling behind. This customer-centric, future-facing platform was supported by a new visual element called the 'powerline.' The initial campaign targeted tech enthusiasts through digital advertising on major publications and cummins.com, resulting in over 70% awareness increase among tech influencers and 50% among tech enthusiasts. Awareness of Cummins' innovative sustainable power technologies increased sevenfold among tech influencers.
#brand-rebranding #innovation-positioning #tech-marketing #brand-awareness-campaign #sustainable-power-solutions
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