John Deere

Elevating brand through internal engagement and brand education

Aligning 60K employees around a brand and promise John Deere is an iconic, American brand that was aggressively expanding across markets in Asia, South America and Europe. Planning to lose more than half of its life-long employees, the brand promise needed to be defined and institutionalized with every employee in the organization.

  • Defined a brand promise that delivered on dealer relationships and customer needs 
  • Defined the linkages and roles between the organizational mission, CSR strategy, brand elements and value propositions
  • Developed a brand curriculum spanning marcom power users and business leaders to everyday staff and plant workers
  • Established a two year rollout plan and engagement strategy to motivate participation

USGA ▶️

Client challenge

Addressing a spike in attrition and geographic expansion by training new and existing employees on the John Deere brand.