Agriculture
DEKALB, a Monsanto brand specialised in the production of corn, rape and sunflower seeds in Europe, was keen to reinforce its market position. Central to this process was the decision to develop a new communication platform to target growers throughout the EMEA region.
The first initial step in the strategy had been to develop and launch the brand. With these fundamentals in place, it was important to then strengthen DEKALB’s legitimacy as the innovation leader. Part of this claim was to be proven through the development and implementation of a new type of web platform, dedicated to growers
After a complete review of the guidelines the decision was taken to overhaul the entire graphical system. This covered every aspect including the creation of a new brand promise – Innovation Always On – and a brand book. The six month process brought together the agency and DEKALB brand team during a series of workshops, to ensure every step of the process as followed. The output was systematically checked culturally, at local levels.
The new guidelines and brand promise were presented during Monsanto’s Annual Marketing Conference in Prague. The new claim was immediately adopted by all parties concerned, and rolled-out in all subsequent communication both online and print, helping reinforce the brand’s consistency throughout the EMEA region.