Kellogg on Branding in a Hyper-Connected World

CHAPTER 19Transforming a Historic Brand for a Hyper-Connected World: The John Deere Story

Denny Docherty and Mike Porter

One of the biggest challenges of managing a brand is navigating change. New technology can disrupt market dynamics, change essential capabilities, and create openings for new competitors. A well-crafted brand positioning can become irrelevant when markets shift—the world is full of examples of established brands that stumbled as the market shifted. Kodak, Blockbuster, BlackBerry, and others were great brands that failed to successfully navigate a changing world.

Keeping a brand relevant in a changing market requires a delicate balance: embracing change while maintaining the core of the brand. John Deere is an example of a brand that has successfully responded to fundamental changes in agriculture and construction, and in other complementary industries. The John Deere brand continues to thrive; to this day it remains a powerful brand that delivers remarkable financial results. However, the process has not been easy and has required John Deere to make bold changes to keep the brand relevant and vibrant.

The John Deere Story

The John Deere brand is almost two centuries old and of course has its roots in agriculture. The brand’s namesake and founder was a blacksmith in Grand Detour, Illinois. John Deere talked with local farmers, who spoke of their frustrations with their old plows, most of which were designed for the sandy soils common in the eastern United ...