A leading provider of agricultural equipment refocuses its brands
OUR SOLUTION PORTFOLIO: select a thumbnail
OUR SOLUTION PORTFOLIO: select a project
1: Brand Platform
Through the Brand Story Workshop process, Design Coup created brand platforms for each of AGCO's brands, including Challenger, Massey Ferguson, Valtra and Fendt -- as well as the corporate brand.
2: Brand Standards
AGCO has sales and distribution in over 130 countries and among multiple legacy brands. Design Coup created a unified set of brand standards covering signage, print use, product use and more.
3: Russia Initiative
Russia holds enormous potential in the form of large scale farming. AGCO came to us to develop a sales strategy that met the expectations of the owners of these vast land holdings. We created annual-report style sales presentations that positioned AGCO's Challenger line as uniquely suited to their needs.
4: Brochure
This product brochure for AGCO’s SISU POWER subsidiary highlights the advantages of its tractor engines. Design Coup worked directly with the AGCO SISU POWER product group in Finland to produce the brochure. The brochure won a Gold Communicator Award for best brochure.
5: Interactive
The Challenger line of tractors includes multiple models for farmers to choose from. This interactive CD presents product specs and videos of the various models.
6: Comparison Wheel
Needing a simple way to compare Challenger tractors, Design Coup crafted this rotating die-cut wheel chart.
7: Website
AGCO is the master brand, or holding company for four major global manufacturers of agricultural equipment. Design Coup designed the AGCO website to position AGCO as a thought leader in using mechanized efficiency to help feed the world.
THE CHALLENGE
AGCO is a leading global manufacturer of agricultural equipment offering a full line of tractors, combines, and other equipment. Over the years, the company shed and consolidated several brand names until it was left with four key tractor brands: 1) Challenger, 2) Massey-Ferguson, 3) Fendt and 4) Valtra.
AGCO’s four core tractor brands are independently managed by the legacy organizations in different countries. With each group independently managing its own brand, the products, markets, brand attributes and target customers began to overlap.
AGCO’s challenge was to coordinate its brand management with a global, corporate-directed solution.
OUR STRATEGY
Design Coup developed a Brand Story initiative for AGCO. First step was to capture the "brand point of view" of key people within the each brand organization.
Armed with this data, Design Coup traveled to Germany, Finland, France and the U.S. corporate office to conduct 2-day workshops. Interactive group exercises identified key brand elements, re-positioned the brands, established the design, and focused the messaging. A similar process was implemented for the corporate brand.
The results of all five workshops were incorporated into comprehensive brand platforms to establish the Brand Statement, Target Customer, Concept, Vision, Voice, Look and more for each Brand.
THE RESULTS
A goal of the project was to re-target each brand onto specific market segments. By targeting an AGCO brand at each segment, i.e. Massey-Ferguson at the family farmer and Challenger at the bigger scale, AGCO could effectively market a credible alternative to competitor John Deere which has a broad product line and model aimed at each market segment.
The Brand Story process was able to begin to minimize segment overlap between the brands and enhance brand consistency by creating a unique brand platform and standards guide for each organization.
Valtra was able to unify its brand concept around "customization" and extend customization features to its Brazil factory.