One eaton internal branding

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One Eaton, One Voice March 2016

Š 2014 Eaton All rights reserved.

The case for Cchange • Consistent with our One Eaton philosophy, we need to clarify how to refer to the businesses.

• Avoid differentiating between Eaton and acquired businesses • Provide businesses with guidance on how to refer to our products and businesses in a more cohesive way

• What’s needed is an integrated approach that enables: • Heightened engagement

• Visible leadership • Unity and participation

• It’s not just about how, it’s about why

© 2014 Eaton All rights reserved.

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Bringing everyone together allows us to‌ Represent the company Identify with brand

One

Talk externally

Signal

permanence of change

One Voice Encourage collaboration across the business

Š 2014 Eaton All rights reserved.

Build common, consistent language

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Our communication challenge “ME”

“WE” One Eaton

Diverse Identities

Fragmented

Integrated BEST PRACTICE

“I work for Eaton’s B-line business.”

“I work for Eaton, I sell B-line series products.”

“I’ve worked for Cooper for 6 years and Eaton for 1 year.”

“I’ve been with Eaton 7 years”

“At Cooper we do…”

“In my experience, I’ve seen it done this way.”

“Legacy Eaton does X”

“Our process/system today is X, however we are always looking for better ways to do things”

“Crouse is headquartered in Syracuse.”

“Syracuse is where we manufacture Crouse-Hinds series products.” © 2014 Eaton All rights reserved.

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Internally, WE are the first change agents • We all represent Eaton, so be sure your communications reflect that.

• Resources for business cards, email signatures available in standards and are illustrated here.

• Complete guidelines are available on JOE 1. Communications & Brand Center 2. Indirect - Office – Stationary/Business cards • Questions? Contact the Brand integration team •

Toni Brown or Nicole Schorp (upon her return from leave)

© 2014 Eaton All rights reserved.

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Your leadership will help, great example by Business Power Systems

Cards

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Great examples by Power Systems: Clarify & encourage culture change •

Leadership addresses: • Referring to the division or business • Answering the telephone • Identification on business cards & email signatures • Power Systems script, internal PowerPoint can be shared

• Production support is available if you need it

•

Leadership endorsement sends powerful message • Cooper Power Systems Div. produced video with Clayton Tychkowsky and training PowerPoint sent to all MOPs in Cooper Power Systems Division • Distribution in Mexico, Brazil and China in local language © 2014 Eaton All rights reserved.

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How do we talk about ourselves?

Business Cards

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Action is with Eaton, not the series or solution

How do we talk about ourselves?

• Driving less focus on division/business name, more on Eaton + product or portfolio • YES: “Eaton offers innovative B-Line series fastener solutions to help you save time and labor on installation…”

• NO: “Eaton’s B-Line business offers innovative fastener…”

• Clarifying use of series in text or speech • Series are not organizations, nor do they take action • YES: “Our Cooper Power series transformers are manufactured in WI’ • NO: “Eaton’s Cooper Power series is located in Waukesha,WI’”

© 2014 Eaton All rights reserved.

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Making the connection on the web (for those who have separate web identities) Š 2014 Eaton All rights reserved.

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Vanity URL’s have been created to help the transition • www.eaton.com/blineseries

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You can start using these now

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If your business needs additional URLs, please have your MarCom lead contact the brand integration team

•

Different variation of capitalization and series have been set up but these are the ones we should promote

•

It’s not mandatory you use these, but in a lot of cases it could help with the transition

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We are currently in the process of meeting with legacy Cooper businesses to update their websites

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Series vanity URLs can be requested through the brand integration team

• www.eaton.com/bussmannseries • www.eaton.com/crousehindsseries • www.eaton.com/lighting • www.eaton.com/massnotification • www.eaton.com/lifesafety

• www.eaton.com/wiringdevices • www.eaton.com/cooperpowerseries • www.eaton.com/interconnect

© 2014 Eaton All rights reserved.

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Business cards

Business Cards Š 2014 Eaton All rights reserved.

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We are ALL moving to the standard • Removing “business” from lower left of legacy Cooper cards • Under “Eaton” in text there should only be Legal Entity as applicable • Use Eaton email addresses and websites as much as you can (including Eaton vanity URLs).

Use best judgement on URL, we are happy to create vanity links to assist • There IS flexibility (open text) in the 3rd line under employee name • All employees will use the standard card, which is in JOE > indirect office materials (legacy Cooper templates have been removed from Wf1)

Standard

© 2014 Eaton All rights reserved.

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Moving to Eaton standard for formal channels Michael Correll Director of Marketing, North America Crouse-Hinds series products OR [Crouse-Hinds Division] - alternative

Series product example

Eaton 1201 Wolf Street Syracuse, NY 13208 tel: +1 315 477-5646 mobile: +1 315 760-1346 michaelacorrell@eaton.com www.eaton.com/crousehindsseries

Email signature Division can be used in limited applications (email, & biz card as part of your title, brochure address, formal references in press release) flexibility with 3rd line under name

For sales jobs, it may be appropriate to indicate job title as:

Dennis Brondi Marketing Communications Interconnect solutions

Product brand example Eaton 750 West Ventura Blvd.

Camarillo, CA 93010 tel: +1 805.389.5718 dennisbrondi@eaton.com www.eaton.com www.eaton.com/interconnect

Sales Manager B-Line series products Example Standard

Š 2014 Eaton All rights reserved.

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Email signatures

Business Cards Š 2014 Eaton All rights reserved.

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Samples: Flexible within the framework Use series if that’s important to your role – use for legacy Cooper series only

preferred

Use division limitedly if it speaks to the breadth of your role and is pertinent

Toni Brown Marketing manager B-Line series products

Toni Brown Marketing manager Bussmann Division

Eaton 600 Travis St. Houston, TX 77002 tel: xxx-xxx-xxxx mobile: xxx-xxx-xxxx tonibrown@eaton.com www.eaton.com/blineseries

Eaton 600 Travis St. Houston, TX 77002 tel: xxx-xxx-xxxx mobile: xxx-xxx-xxxx tonibrown@eaton.com www.eaton.com/bussmannseries

If end state branding has designated a solution, use products or solutions

Toni BrownMarketing manager Harsh & hazardous solutions Eaton 600 Travis St. Houston, TX 77002 tel: xxx-xxx-xxxx mobile: xxx-xxx-xxxx tonibrown@eaton.com www.eaton.com/crouse-hindsseries

Use “series products”, division or “solutions/products” – Division can be used but it could create more internally and externally

On a business card/email sig use your Eaton email, for web site info most former divisions have new direct URLs (ie: Eaton.com/blineseries). Use these to help with the transition. Contact your marcom lead or integration if your business requires Eaton.com/XYZ © 2014 Eaton All rights reserved.

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DO’s and DON’T’s – email signatures • DO – update your email signatures!

• The ONLY approved logo is • Nothing other than legal entity should go below “Eaton” in your address

• DON’T – use a logo or product image in your signature • Please no product images, logos, hours • Eaton – Powering Business Worldwide logo is acceptable

© 2014 Eaton All rights reserved.

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How should I answer the phone?

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Samples: Phone/voicemail standards •

• Phone •

Employee: • •

•

Customer: • • •

•

Thank you for calling Eaton, my name is <name>. How may I help you?

Hello, this is <name> with Eaton

“I thought I called Cooper Lighting?”

“Is this BLine?”

“What happened to Wiring”

Employee: •

“You’re in the right place. Nothing has changed, we still sell and service XYZ solutions. We are a part of Eaton”

• Voicemail •

•

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• •

We feel answering the phone with “Eaton”, is indicative of the company. As we enter Year 5 it’s time we start to make this transition.

Remember that although it’s a change our greeting, customers are still calling the same number While we have the customers on the phone, it’s a great opportunity to clarify who we are This applies to all businesses Eaton should be overarching initial name in IVR/automated recordings, however we realize there may be a need to categorize certain call path options

Hello, this is <name> with Eaton, I’m not available to take your call… © 2014 Eaton All rights reserved.

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Where do I find org charts and internal business names?

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Latest on electrical divisions Jim McGill, president, Electrical Products Group, Electrical Sector – Americas Region Divisions: • Cooper Lighting Division (CLD) • Circuit Protection Division (CPD) • Controls and Power Conversion Division (CPCD) • Residential and Wiring Devices Division (RWDD) Grant Gawronski, president, Electrical Industrial and Infrastructure Group, Electrical Sector – Americas Region Divisions: • Crouse-Hinds Division (CHD) • B-Line Division (BLD) • Power Quality Division (PQD)

Rich Stinson, president, Electrical Systems and Services Group, Electrical Sector – Americas Region Division: • Cooper Power Systems Division (CPSD) • Power Distribution and Control Assemblies Division (PDCAD) • Commercial Distribution Products and Assemblies Division (CDPAD) BOOKMARK • Electrical Engineering Services and Systems Division (EESSD)

THIS

Link to Electrical Sector organization names © 2014 Eaton. All Rights Reserved..

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What should I start doing?

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Communicating the message

DON’Ts

DOs  Set up meetings with your internal teams

 Assume customers will get it before you do, start internally

 Model this change in all our communications – formal and informal

 Discount the subtleties, they matter

 Explain the need to stop differentiating and start emphasizing Eaton  Use every communication as an opportunity to drive change in how we speak

 Try using “electrical” or “our” instead of Cooper in conversations

 Assume we need to call out every business by name every time

 Make exceptions – need to reinforce a new way of talking about our businesses  Wait until end state branding is out in the market, we can start now

© 2014 Eaton All rights reserved.

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Actions – start now

Prepare business specific slides or communicate ones from this to deck to help state the change

As you order new business cards, use the end state branding Answer the phone as “Eaton” Update your voicemail messages with “Thank you for calling Eaton” Update email signatures Assess whether leadership can/will help © 2014 Eaton All rights reserved.

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Š 2014 Eaton All rights reserved.

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