our work:

Every brand demands multidimensional thinking. We look for the texture, the nuance, the nature of the brand that makes it real. We capture the essence of the brand promise and the desires of consumers, bridging the two so it becomes part of the consumer's identity. We call this Brand Dimension, the point from which all creative concepts materialize. Brand Dimension shifts the consumer's perspective and the brand becomes more compelling, more relevant, more appealing. And we wouldn't have it any other way.

featured case study: Monsanto - Seed :: Acceleron Launch

Capabilities: Strategic Planning, Brand Development, Interactive Marketing, Marketing Consulting, Public Relations, Advertising, Promotions

the problem:

In February, 2008, Monsanto, the world’s largest agricultural seed provider and trait provider, announced its intention to launch an exclusive seed treatment platform that would complement its germplasm and traits offerings.

our solution:

Brighton met the tasks of naming and positioning the new seed treatment system in anticipation of a multi-crop market, in time for a mid-summer rollout to the industry at the 2008 Farm Progress Show and a limited product launch for the 2009 season.

• Coordinated with Monsanto’s new seed treatments team to ensure consistent approaches to branding and market objectives
• Expedited naming and brand positioning efforts, directing specialty agencies involved in naming and logo graphics, and championed global linguistics and target audience testing
• Effectively differentiated the product from other seed treatments by creating a new market segment – Seed Treatment System – that focused on maximizing plant performance rather than just protection
• Addressed the issues of a brand launch that needed to cause a change in behavior of the consumer (i.e. farmer) without the direct impact of a product feature

the result:

The Acceleron brand was formally launched with a major press conference at Farm Progress, and impactful graphics, video and live plants helped Acceleron stand out from other booth displays at the event while delivering a believable value message. The Acceleron story was carried on the Internet and air waves the morning of the announcement and follow-up coverage continues. Qualitative feedback regarding the introduction has been positive as communications continue through a comprehensive marketing plan, including design, advertising and public relations work.