Internal Engagement and Brand Education

Aligning 60,000 employees around brand and a promise


John Deere is an iconic, American brand that was aggressively expanding across major markets in Asia, South America and Europe. 


As the organization planned 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.


The brand promise rollout was supported by a brand curriculum with programs that targeted general employees, senior leadership, business unit managers and power marcom users. 


Client challenge

Recruiting and holding talent became a struggle and the need for codifying practices and training new and existing employees was elevated to high priority status.

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