REASONS TO BELIEVE Reasons to believe are the “proof” statements that help audiences understand the brand’s benefits and believe it will deliver what it promises. They should be appropriate and compelling for the audience you are communicating with, using local or regional data on relevant crops and challenges that the audience may experience. The core reasons to believe are long-lasting control, consistency of control and the perfect combination. Use regional data and information to provide more detail (days of control in a particular crop, etc.) to build support for your regional promise of success.
BRAND POSITION
Success
BRAND PERSONALITY
Artistic achiever EMOTIONAL BENEFITS
Stunning crop, beautiful harvest, pride, recognition, family prosperity RATIONAL BENEFITS
Yield, quality, productivity, marketability, crop health/vigor, less waste, more efficient, better time management, flexibility, favorable environmental profile VALUE PROPOSITION
An unmatched combination of consistency and control that can be used every season to help achieve a better crop, even under challenging environmental conditions.
REASONS TO BELIEVE
Long-lasting control, consistency of control (attacking at every stage of development, rainfastness), the perfect combination — nobody else does all of these things so well
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
Brand Strategy
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