MESSAGE PLATFORM FOR THE ZORVEC™ ACTIVE FAMILY OF PRODUCTS The customer message platform for the Zorvec™ active family of products is the core document for all messaging for Zorvec products. It begins with the central position of “success,” then flows down to words and phrases that best communicate that position. USING THE MESSAGE PLATFORM The customer insight helps us understand why the benefit/position is important to key audiences. This insight is not for external use, but to help Corteva Agriscience™ teams understand how to relate to key audiences. Our customer research for Zorvec shows growers are compelled by maintaining or improving their business and/or improving quality of life for their families. The benefit/position is the central theme for all communications about the Zorvec family. All materials should reflect this theme.
The core message for Zorvec links the promise of success with attributes found in this family of products: an unusual combination of lasting and consistent disease control. Supporting messages provide data and other proof to justify claims made in the core message. Supporting messages are chosen from available information to address audience understanding and needs. Choose only the supporting messages and proof points that make sense for a given communications vehicle. Supporting messages for Zorvec may logically provide details about long-lasting, consistent control and how that is possible. They may focus on the evidence of a bountiful, successful harvest. Or you may choose to use data that provides proof for other elements of the core message, all reinforcing the idea of success in a way that is relevant to your audience.
The position for Zorvec promises success — a position that leverages our customer insight. The core message should be the focus of all communications, relevant and compelling to key audiences.
Corteva Agriscience™ Brand Guidelines for Zorvec™ Active
Brand Strategy
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