After years of developing and acquiring technology assets for its mining product line, Caterpillar realized the need to streamline these product offerings with a consistent communication strategy and a cohesive naming convention.

Working hand-in-hand with Cat Connected Worksite and Cat Global Mining, Simantel recommended that Cat realign all mining technology products under the Cat® MineStarTM System banner.

In addition to the umbrella name (Cat® MineStarTM System), 13 existing products were renamed and promoted within five unique capability sets: Fleet, Terrain, Detect, Health and Command. This allowed Cat to develop a consistent message platform for technology and machine integration. In addition, Cat can now promote technology products that are scalable and customizable to meet the unique demands of the mining industry, and a customer base that has very precise needs. By coupling the new naming convention with a detailed communication strategy, Cat was able to unite the products and promote them as part of a greater system.

For Cat® MineStarTM System, our team developed a micro-site ( that offers industry perspectives on mining technology while promoting the products under the Cat® MineStarTM System banner. The site serves as the pinnacle for mining technology products from Caterpillar.

2011 Mining Magazine Award Winner
Cat® MineStarTM System was awarded in the Ancillary Equipment category, after votes received from industry peers. Learn more about the competitive award.