Nothing Runs Like a Deere: Story Behind John Deere’s Iconic Slogan

Every great brand has a story. And with John Deere, this tagline, “Nothing Runs Like a Deere,” embodies a sense of power and pride with every turn of the engine. Behind it is a beautiful tale of creativity, risk, and a little bit of luck.

But how did such a slogan turn into one of the most iconic brand identities around the world? We’ll together discover the surprising story behind this famous tagline. 

The Origins of “Nothing Runs Like a Deere”

John Deere was founded in 1837 by a young blacksmith. The first simple steel plow was created, and it quickly created a revolution. The company has gone through many milestones to lead the agricultural market today.

Like many other famous brands, John Deere also needs a slogan to express its spirit. And the tagline “Nothing Runs Like a Deere” began in 1971. John Deere wanted to demonstrate their commitment to excellence and exceptional performance.

The true story began a few years later, in 1978. John Deere decided to print the slogan on the back of snowmobile helmets. This helped the slogan enter the real world, where consumers could wear it with pride.

At that time, John Deere introduced 2 models to the market, 339 or 436 cc. They stood out with strong engines to deal with harsh winter roads. And they took this chance to introduce the slogan to the customers.

In the book “The John Deere Way: Performance That Endures“ (by David Magee), you can find the explanation of the first snowmobile advertisement with the new slogan.

“Power? John Deere has what you want… And we’ve got something else… See him and he’ll show you why – Nothing Runs Like a Deere.”

From that moment, four simple words became the voice of John Deere’s spirit — strong, reliable, and built to last.

Story Behind A Slogan That Almost Never Was of John Deere

John Deere’s slogan was not accepted at first. Many thought it sounded light, or even silly, to be a tagline of a reputable company. But things have changed! Let’s see what happened!

Rejected At First

Believe it or not, this legendary slogan idea hardly ever left the meeting room. Neil Dahlstrom, Manager of Corporate Archives and History at John Deere, claims that the idea was discarded.

In the early 1970s, many copywriters from Gardner Advertising and John Deere employees were in a boardroom. They worked through the night to create a catchy tagline for the company’s new snowmobile project.

Nearly 100 ideas were written on the paper. But they were all rejected and thrown away. The deadlines were tight, and John Deere still couldn’t come up with a great slogan.

Bob Wright, a copywriter, didn’t give up. He searched through the trash can to find something that could be accepted. And Wright found the phrase “Nothing Runs Like A Deere” and decided to suggest it to the company again.

Somehow, the manager and advertising team at John Deere saw something special in this phrase and accepted it. They recognized its charm —brief, catchy, and meaningful.

From that time, the slogan served as the focal point of John Deere’s snowmobile advertising campaign from 1971 to 1974.

Become a Famous Slogan of John Deere

Carl Westby first used the slogan in a marketing campaign to advertise their new product – John Deere’s snowmobiles. Beyond the slogan, the company’s products also stand out for their distinctive green and yellow color.

It is a combination that has become the trademark of John Deere and gained worldwide recognition.

The slogan is paired with the brand’s iconic leaping deer logo. The word “Deere” is a smart word play on “deer” –  “nothing runs like a deer.”

Snowmobiles were discontinued in 1982, but the slogan was not. It found a new place in the lawn equipment division.

Then, it quickly spread throughout the entire company and other product lines. And now, this short yet meaningful slogan is well-known around the world.

We can see that the story began from something that seemed “too simple”. But it has evolved into one of the most powerful and recognizable taglines in modern agriculture.

Final Thoughts

“Nothing Runs Like a Deere” is more than simply a slogan. It’s an enduring symbol of trust, hard work, and quality. Today, John Deere has become one of the world’s largest manufacturers of agricultural and construction equipment.

What began as a simple line in a snowmobile advertisement became one of the world’s most well-known slogans. It’s a promise that lives on, not only words.