Bobcat Brand Campaign
Case Study →
Bobcat Branding
Bobcat is an American icon, one whose name evokes the same strength and durability its machines are known for around the world.
Bobcat is not just the global leader in compact construction equipment – they invented it. Flint Group has been working with Bobcat since its beginnings in 1958. In that time together, we’ve witnessed massive changes within the industry. But one thing hasn’t changed: We’ve always kept forward progress and brand evolution as primary directives.
FUELED BY VIVID CUSTOMER EXPERIENCES, ONE TOUGH ANIMAL WAS BORN.
During branding research, Bobcat customers told us that they not only “beat the crap” out of their machines, but they also take great pride in it. One owner even told us the story of how his Bobcat loader ended up at the bottom of a lake. When the machine finally dried out, it fired right up.
Story after story, the tag line rose to the top: One tough animal. In three short words, it gets to the heart of what it means to work with these agile, versatile and virtually indestructible machines.
GIVING DEALERS ACROSS THE CONTINENT TOOLS TO DRIVE SUCCESS
There are hundreds of Bobcat dealerships in North America. Many have limited time or resources for producing Bobcat-approved marketing materials. Flint Group and Bobcat created Bobcat AdCenter to simplify channel marketing and drive consistent, professional dealer communications. Now, audiences get attractive, tailored marketing, and dealers have a platform to create measurable results.
BRINGING BOBCAT WHERE YOU’D NEVER IMAGINE: THE SMITHSONIAN
In 2008, the Smithsonian helped to make sure the Bobcat brand would last forever, acquiring 56 cubic feet of records, including its hard-hitting marketing materials. The archives document the role Bobcat played in the history of American manufacturing and entrepreneurialism.
