PODCAST: Customer Commitment, the Power of Emotion and Connecting with the Do-ers

January 28, 2021

(Editor’s Note: A portion of this podcast discussion mentions the induction of PAC-MAN™ into the Comic-Con® Museum Character Hall of Fame.  For recording, including comments from a Caterpillar employee.)

When Victoria Morrissey joined Caterpillar in 2017, she brought with her many years of experience working on a lot of different brands spanning diverse industry groups ranging from technology to apparel. But dozers? Excavators? Motor Graders? Mining trucks? Never. 

While Morrissey was certainly familiar with an already powerful brand like Caterpillar, what led her to want to become the company’s global marketing and brand director – and what could she bring to the job? What Morrissey knew before she joined Caterpillar, and what she learned after, revealed to her some powerful insights involving emotional connection, data, and understanding what matters to customers and how they think.

In this Beyond The Iron podcast, host Rusty Dunn has a candid conversation with Morrissey, who is responsible for driving forward Caterpillar’s already strong brand as an innovation and digital technology leader.

Program Guide  (27:12 total run time)    
1:40 – A ton of irons in the fire for the marketing & brand team

4:25 – Understanding Caterpillar and its purpose: before and after joining the company 
8:10 – The power of emotion, its connection to the customer and driving more effective marketing

12:00 – “Let’s Do The Work” 95 years in the making 

17:30 – Tapping into the viral value of the Cat® Trial videos 

24:05 –  Victoria uses her 30 years of marketing & brand experience to give back