Brand Position

BRAND PYRAMID A brand pyramid is a visual tool that helps deepen understanding of brand position and value proposition. Elements such as the brand personality help us make connections with the brand. The brand pyramid also provides a framework to develop communications messages. The brand pyramid drives everything we say or do about the brand; provides clear and distinctive identity for the brand; and helps us tell the brand story.

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

BRAND POSITION

SUCCESS The positioning theme for the Zorvec™ active family of products is “success.” All communications about Zorvec and products in the Zorvec family should reflect this theme. The idea of success, however, will be articulated differently by region to ensure relevance with target audiences. Work with your regional or global branding manager for help with theme execution for your business as indicated below:

REGIONAL POSITIONING THEMES EMEA (all countries): “Better crop management for a better business.” Brazil: “A better crop for your business.” Colombia: “A better harvest for a better business.” Southern Cone: “A better crop for a better business.” Mexico: “A stunning harvest for each season.” Japan, Taiwan, Indonesia: “A rich, satisfying and successful harvest.” China: “The secret to success both on and off the farm.”

India, Korea, Malaysia: “The secret to success for expert farmers.” Australia, New Zealand: “A better crop for a better business.”

Cambodia, Myanmar, Thailand, Vietnam, Philippines: “A rich harvest for a better livelihood.”

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