Bush Hog

Bush Hog was a victim of its own success. The company invented the large rotary cutters used in agriculture and roadside cutting, but decades of copycat products left the brand suffering from genericide: “bush hog” had become synonymous with inferior products. Dealers allowed customers to purchase discount alternatives, while believing they were getting the implement they needed.

Woden set out to define what makes a Bush Hog completely unique. The company’s StoryKernel positioned its customers as those who see the opportunity in their land—land that can only be shaped with a Bush Hog their capable hands. Among the results were the company’s new tagline: If It Doesn’t Say Bush Hog, It Just Won’t Cut It. Bush Hog’s StoryGuide laid out a strategy for re-engaging the dealer network and arming them with the messaging they needed to become advocates for the brand—resulting a sales funnel stronger than ever before.