Brand Personality

The brand personality of the Zorvec™ active family of products is that of an artistic achiever, bringing success to the grower by creating outstanding performance and stunning results. The artistic achiever brand personality reflects both the science and the art of effective crop protection and collaborating with growers. For example: • The science behind the technology of new active ingredients and the art of new formulations and disease-control programs that meet growers’ needs • The science of strategic disease control and the art of a beautiful, abundant harvest These key words and connotations are associated with the artistic achiever personality: • Achievement • Impact • Beauty • Aspirational • Unique • Special • Fast • Intelligent • Perfect combination • Seeing is believing

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 PERSONALITY

PEOPLE WITH THIS BRAND PERSONALITY Usain Bolt, runner (beauty, brawn, achievement) Muhammad Ali, boxer (floats like a butterfly, stings like a bee) Nelson Mandela, political leader (inspirational, perseverance) Yao Ming, Chinese basketball star (strong, reliable, flexible) Aryton Senna, Formula 1 racer (agility, speed, artistry on the racetrack) Juan Manuel Fangio, Argentine pilot and Formula 1 racer (success, unique, fast, intelligent, tenacity, achievement) Emanuel Ginobili, Argentine basketball player (fast, special, tenacity, achievement, perfect combination) Hugo Sanchez, Mexican soccer player (outstanding performance, agility, flexibility) Fernando Valenzuela, baseball player (form and function, flexibility, performance) Pelé, soccer player (quick, agile, athletic) Colombia soccer team (agile performance)

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