Case Study: Cummins boosts innovation perception with Bray Leino brand evolution

Cummins boosts tech influencer awareness 7x with Bray Leino

The power solutions specialist Cummins aimed to shift its brand perception from being seen solely as a diesel engine company to one equally recognized for innovation. To address this challenge, they partnered with the agency Bray Leino, which identified that the brand’s previous line, "ALWAYS ON," was being misinterpreted by customers.

Bray Leino developed a new brand platform, "FOR A WORLD THAT’S ALWAYS ON," which was rolled out with a new 'powerline' iconography across various channels. A campaign targeting tech enthusiasts ran on major publications and the Cummins website. The solution significantly boosted awareness, with a more than 70% increase among tech influencers and a 50% increase among tech enthusiasts. Awareness of Cummins as an innovator in sustainable power technologies increased sevenfold.

Cummins