Building a world leading brand in a challenging market

Cummins Inc. is a global power leader and the world’s largest independent manufacturer of diesel engines. Operational in ten market sectors across 15 countries and communicating in 13 different languages, Europe is a challenging market place for Cummins.

The Challenge

Despite its global reputation, Cummins struggled to retain a leading market position in Europe, with brand awareness across its key markets significantly lower than other regions. After its rebrand in 2005, there was low adoption of the new brand standards across European operations so CMB was brought in to help.

Our Solution

CMB has proudly supported Cummins over many years. By developing an effective brand strategy and multiple creative activations across all European territories, we have been able to propel Cummins to be a clear market leader in Europe. We’ve supported Cummins through a brand transition period, delivering transformational change throughout all European business operations and their extended dealer network.

Managing Change

CMB supported Cummins through their brand transition period, delivering change throughout all Cummins European business operations and communicating to their extended dealer networks.

• Managed change of brand for all Cummins operations across 15 countries
• Appointed brand stewards for all European operations
• Development of brand communications, collaterals, website and digital channels
• Successfully navigated change of CMD (Cummins MerCruiser Diesel) brand back to Cummins own

• Managed extended events programmes across all of Europe
• Managed extremely complex and sensitive internal communications programme
• Mutli-country launches for new engine products
• Aftermarket service and support campaign adopted for global use