Elevating brand through internal engagement and brand education
Aligning 60K employees around a brand and promiseJohn 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