6.02 Imagery: Overview In the past, we have not used photographs of people in our marketing communications. In our new brand expression, we now want to emphasize our approachable character. We will encourage use of imagery that shows how our customers benefit from using our products and services, and acknowledges the teamwork and achievement of our employees. We are a global organization and although our customers speak many languages, our common language is visual. We encourage you to portray our offer using imaginative and dynamic images that will trigger a response, an emotion or a call to action. When using examples of our products, such as engines or plastics, even if the photo is static, try to find an unusual or innovative way of presenting it, or use text in headlines to reveal something different or new about the product. B2B Print Advertising Version 1.0