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Vol. II — No. 184Remarkable People · Exceptional CompaniesToday's Edition

farm-and-ranch

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Company
The Agency That Took Authenticity Off the Mood Board
Media · Enterprise

The Agency That Took Authenticity Off the Mood Board

Idea Ranch built a national agency around a stubborn proposition: the people in an advertisement should look as if they might actually use the thing being sold. The trick is making that sincerity perform like a business tool, not a campfire story.

creative-agency · brand-strategyRead →
Company
The $15.5 Billion Store That Sells Everything but Tractors
Consumer · Ecommerce · Hardware

The $15.5 Billion Store That Sells Everything but Tractors

Tractor Supply built a national retail machine around feed bags, fence posts and people who fix things themselves. Now it is betting that the same network can become rural America's pet-care counter, delivery hub and indispensable weekly stop.

tractor-supply · rural-retailRead →