Behind the world’s strongest agricultural brand over the past 200 years stands an orphaned blacksmith who fled Vermont for Illinois in 1837 to avoid bankruptcy following the economic crisis of that year.
At a time when Texas was still part of Mexico, and the Suez Canal was a distant vision, John Deere started a business specializing in the production of plows with sharp steel blades.
This modest venture evolved into a global empire and the most prominent and recognized brand in agriculture.
How Strong is John Deere Today?
Here are some key figures from the last decade:
Stock Performance
John Deere’s stock, traded on NASDAQ, quadrupled in value over the past four years.
Google Search
The monthly average searches for John Deere in English amount to 1,220,000 with nearly zero fluctuations in search frequency. Comparatively, its closest competitor, CNH, reaches only a quarter of John Deere’s search volume.
John Deere VS CNH
John Deere VS New Holland
John Deere Search Trend
Social Media Presence
John Deere boasts millions of followers on social media:
How does a Small Store in the Midwest become a leading international brand?
Family Tradition
Until 1982, the company was led by descendants of John Deere, building the brand as a family business for 145 years. This created a deep understanding of the industry, customers, and their needs, with 100% loyalty and investment in the company’s success.
Adaptability and Innovation
John Deere continuously reinvents itself to adapt to changing times, investing $1.5 billion in new production lines to cater to small and medium farmers and entering 25 new industries, including construction, elevators, and medicine. Within agriculture, the brand constantly seeks to introduce the next innovations, developing digital tools and apps for farmers.
Strong Visual Identity
A leading brand must be based on a high-quality product that offers significant value to customers. However, transitioning from product to brand involves creating an emotional connection, achieved through a solid visual and marketing framework. John Deere’s recognizable green and yellow color scheme has been part of its identity long before becoming an integral part of its logo.
Examples of Brand Investment
Merchandise Store
John Deere has a massive merchandise store where fans can buy branded items, such as bed linens and hats, toys, and thermometers.
Children’s Toys
John Deere has an entire line of children’s toys, including model tractors found in nearly every reputable toy store, original Lego models, and even TractorCraft for the popular game Minecraft.
The Final Agvertising Bite
The success of John Deere demonstrates the power of having a visionary branding strategy in the conservative agriculture industry. By investing as much in the brand as in the product, the company has reaped the benefits over time, creating a competitive advantage that’s hard to match.
Gilad Varshvsky, CEO of ahoy!
ahoy! is an advertising agency specializing in branding, digital campaigns, and social media management for agricultural companies globally.
