I had an opportunity to sit down last month with Shawn Skaggs, CEO of Livingston Machinery, a 4-store AGCO dealership in Texas and Oklahoma. We talked about brand loyalty and how it has changed in recent years.

One thing Skaggs honed in on was the changing dynamics of brand loyalty as a new, younger generation of farmers begins coming into the dealership. He describes them as more focused on data rather than brands, and he says they're more conscious of how switching brands might give them an edge financially or in terms of efficiency.