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Agrimarketing : April 2009
FEATURE STORY/continued frompage 29 technology categories so farmers can easilymatch traitswith the specific needs of their farms. Those categories are herbicide tolerance (symbolized by aweed graphic), insect protection (depicted by a bug),weather protection (represented by a stormcloud and sun) and increased productivity (shownwith an upward arrow). THOROUGHLYRESEARCHED DonnaHeckler, Brand Strategy Lead forMonsanto, says the process of creating a newtrait family brand began in 2007with a brand audit that clearly demonstrated the need for a simpler approach. “We saw howmany distinctMonsanto brand logos andmessageswere going into themarketplace and then laid out all the newproducts in our R&D pipeline thatwill be introduced over the next 20 years,” she explains. “Whenwe asked ourselveswhat is the true benefit to farmers,we real- ized the need to communicate the benefits of our traits together, as a family,versus individual pieces.” Heckler saysMonsanto then launched an “enormous” research process, one involving literally hun- dreds of participants throughout the Kevin Holloway,Monsanto U.S. Commercial Operations Lead company—not only frommarket- ing, but also fromother disciplines, including technology, legal, trade- marks, research and productman- agement. External groups, including seed dealers, retailers andMonsanto seed licensees, also provided input. Farmers, of course, also played a key role. Through numerous focus group sessions,Heckler says they not only provided feedback on dif- ferent name choices but alsowere instrumental in helpingMonsanto create the icon system. “We looked at literally hundreds of icons,” she explains. “Farmer input helped us identify the four trait categories to be represented by the icon systemand determine how to best graphically depict them.” Having introduced Genuity at Commodity Classic,Monsanto is now focused on communicating the new brand to farmers and other external stakeholders. “Managing a new brand is an ongoing challenge,” Heckler says. “We’ll be looking at how we build the Genuity brand, how we com- municate it and how we help farmers understand it.” SUPPORTING CAMPAIGN Monsanto says a Genuitymarket- ing campaign will soon be rolling out to introduce farmers to this exciting new brand. Heckler adds that the process of creating Genuity was valuable not only in creating a unified trait brand but, more broadly, in helping to rein- forceMonsanto’s overallmission as a company focused solely on agriculture. “It’s important to recognizewhat reallymatters to our customers to help thembe successful and then to answer that need. The Genuity brand has helped to further strengthen that company culture,” she says. AM One Million New Scientists. One Million New Ideas. TM It wasa 4-H experiment in roboticsthat sparked the imagination of a young girl, that became a passion for engineering, that created new designs and new sources of energy to power a growing world. Companiesand universitiesaround the country are embracing the 4-H commitment of fostering one million young scientists and engineersover the next five years. With their help, 4-H isgrowing the next generation of great thinkers. To learn more about America'slargest youth development organization, visit www.4-H.org. 30 Agri Marketing s April 2009
May 2009 Supplement