Like what you see?

Stay on top of the latest marketing news by subscribing to our monthly newsletter.

Creating an Aligned Messaging Framework with Van Burnett

Creating an aligned messaging framework for disparate business units in a highly matrixed organization like Caterpillar is a challenge, to say the least. But it’s one that Creative Director, Van Burnett, tackled head on in collaboration with Creative Director, Jake Beyhl. The “Take a Closer Look” approach was so successful that it has sprawled across four years, nine product groups and multiple industries. And it’s still growing to this day. Ultimately, it’s helped unify an entire arm of Caterpillar, which was otherwise a mishmash of content and messaging direction.

Read Full Transcript

How do you eat an elephant? One bite at a time! And that’s how Van set out to create common consideration level messaging to help aftermarket product groups get their house in order. He began by assessing the existing content for Cat Filters and Cat Fluids (Oils & Greases) and looking for commonalities that were true and compelling for both product groups. Van needed to answer two important questions, “What do both product groups need to say?” and also, “How should they say it?”

After completing a qualitative content audit, options for multiple messaging concepts complete with rationale and the framework that would help provide a consistent structure were created. The clients were eager and excited to collaborate on the project. Not only did it become a benchmark for aftermarket product groups sharing their value story with digital marketing and messaging, but it helped Van become proficient in multiple disciplines beyond strategy – like animation videos, interviews, web pages and more. Listen as Van shares what the experience was like and why he selected it as his Simantel Point of Pride.

To hear more, head over to and check out our very special Season 6  where you can hear a full interview with Van and other Simantelites as they share their Point of Pride in celebration of our 40ish anniversary.


Share This Page
418 / 469

Leave a Reply

Required fields are marked