Brand Growth from Fun Co-Branding

Image: John Deere Busch Light

​Corporate Challenge: Adding joy to a brand.

Ironbound Strategy: Co-Branding can create value for customers, employees, and society, especially when it is centered on fun.

Ironbound Action:  Illinois based John Deere co-branded with AB-In Bev in spectacular fashion.  In order to create value for society, John Deere is donating all profits from the sale of beer cans emblazoned with their tractors to farmers in need.  As a valued visual brand, the green and gold cans appear celebratory, bringing pride to fans, customers and employees.  Creating a fun co-branding strategy can generate insurmountable value when it brings joy to stakeholders.

* In the last 5 Years, John Deere’s stock has risen from $122 to $436 with a current 1% dividend yield ($134B Market Cap).
 
** In the last 5 Years, AB InBev’s stock has slipped from $116 to $58 with a current 2% dividend yield ($118B Market Cap).