If you haven’t seen it on tv, online, in print or everywhere else it seems to be splashed since its launch a week-or-so ago, Genuity is the new “superbrand” for Monsanto’s high tech seed traits. So far, the campaign – the ads, videos, online elements, PR, etc. are extremely well done and obviously well planned. It’s the kind of marketing that pumps you up and makes you feel good to be a farmer. Creatively, it hits all of the elements of Brand Launch 101 – plus has enough money invested behind it to make sure its target audience knows it’s something big. A month from now, I would be shocked if they don’t have very good brand recognition within the ag industry. Kudos to those involved.
Layers on cake - good. Layers on brand? Not so much.
So what’s the issue? Overbranding. Monsanto is essentially marketing a new “brand layer”. That’s it. No new product. No new service. Nothing new in the bag of seed the farmer is buying as a result of the new Genuity brand. Basically, they’re touting a new umbrella logo and an icon system that’s supposed to make it easier for the farmer to understand what traits they are buying – traits that already have outstanding brand recognition – like YieldGard® and Roundup®. Do they need a brand to help reign in all of the trait brand options available in their seed? Maybe. Do they need a whole new brand layer between the company, product and trait brands they already have? I don’t think so.
I applaud the concept of using a brand to try to make it easier for a farmer to connect with Monsanto’s products, but this extra layer seems more confusing than anything. Imagine this conversation between farmer and seed dealer:
Farmer: I need to order some soybean seed for next year, what do you recommend for my field?
Dealer: Well, I’d recommend Monsanto’s Asgrow AG2909 with Genuity™ Roundup Ready 2 Yield™. It comes with Acceleron™ Seed Performance Technology and can be packaged in either paper bags or mini-bulk bags using our Asgrow AccuSure™ Seed Count System.
I’ll be the first to admit that I don’t know where they’re going with this brand. Maybe the ultimate plan is to eliminate the individual trait brands like Roundup Ready and YieldGard altogether. If that’s the case, ultimately, this might make things easier. But for now, if I’m a farmer, I just see Genuity as one more logo on the seed bag.
Overbranding makes Monsanto’s Genuity our Worst of the Week.
Author: Tom Flynn III
