The King Ranch brand is an established and highly recognized name among those who care for the land, especially along the Gulf Coast of Texas. So, when King Ranch teamed up with John Deere to form a retail partnership under King Ranch Ag & Turf, the challenge became: How do you carve out a memorable space for a retail business owned by an established, equitable brand that sells equipment manufactured by a globally recognized one? Especially during a time where the current retail business is experiencing significant growth through acquisition and is positioning for further expansion, all while fending off competitors in a crowded market. The answer: Conduct a Brand Camp to identify a unique brand "Why" and "Onlyness" statement that resonate in a way no competitor can. Then create a brand campaign that delivers record-setting retail sales and increased qualified leads, allowing the brand to stay ahead in the market.