Caterpillar's consumer-centric marketing targets future employees

05/13/2014 | FastCoCreate

Caterpillar is an industrial brand, but the heavy-equipment manufacturer recently debuted a more consumer-centric marketing strategy -- including a video of five industrial machines playing Jenga with 600-pound blocks -- to attract future employees with engaging content and to build on the devout passion of current Caterpillar customers. "We have the brand for our customer, but we're a very large company and we like to attract the best and the brightest, so it serves different purposes," said Renee Richardson, head of global brand marketing.

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