Building the HERCULEX brand.

Like its namesake, the mythical hero Hercules, HERCULEX[R] XTRA Insect Protection has established a brand position synonymous with strength and power.

The success of HERCULEX XTRA began in 2003 when Dow AgroSciences prepared to launch its first HERCULEX Insect Protection trait--HERCULEX I.

Dow AgroSciences and its agency, Bader Rutter & Associates, employed a thorough brand strategy process to launch the new technology, which brought a powerful insect control option to corn growers.

"Since multiple companies would license the trait technology, the challenge was to create a brand that was constant, yet flexible enough for all companies to use," recalls Rodger Jones, VP/Brand Management Director at Bader Rutter. "This was an important decision that gave the HERCULEX brand a consistent voice from the beginning."

Together, Dow AgroSciences and Bader Rutter brought life to all key dimensions of the brand, including the brand identity and position, the brand portfolio strategy, the brand name, graphic identity, messages and creative platform.

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RESEARCH POINTS TO A POWERFUL NAME

The team concepted multiple name options for the new trait technology and tested the finalists with the target audience of corn growers.

"The name HERCULEX rose to the top of the list. It was a name that had positive connotations for the brand. The name HERCULEX was derived because the Greek hero Hercules was renowned for his great strength," says Jones. "HERCULEX served to draw attention to the powerful protection offered by this new generation trait."

Next, the team worked to develop a logo that would leverage the strength of the name. "The challenge was to make a strong name even stronger through its visual treatment," says Jones.

The solution was to combine the name HERCULEX with a simple but distinctive shield to convey the protection provided by the trait. In addition, the first and last hard-edged letters of the name, "H" and "X" were added to the shield for design drama and to serve as a mnemonic device to enhance name retention.

"The logo remains a strong visual element of the brand today and is seen in all aspects of the brand's marketing and public relations support," says Jones.

FROM THE OUTSET, HERCULEX WAS TO BE A FAMILY OF TRAITS

Bader Rutter had an advantage of realizing that the HERCULEX I trait was only the tip of the iceberg in terms of discovery. So, to strengthen the brand from the very start, HERCULEX became the "driver brand" and a suffix was added for future additions. HERCULEX I (2003) was the leading trait, providing protection from above-ground pests, followed by HERCULEX RW Rootworm Protection (2005) for below-ground pest protection, and finally, HERCULEX XTRA Insect Protection (2005), with both above- and below-ground control. This cohesive portfolio strategy allowed each new trait technology to build upon the positive brand equity of the preceding trait(s).

CREATING A POSITIVE BRAND IMPRESSION, HIGH RECOGNITION

After the name and logo were secured, the agency conducted market research to help the brand team sort out the best messages to achieve the desired brand position. "Corn growers shared their views on several message options, and those that really created interest and had relevance rose to the top," says Jones. Those ideas are consistent with the messaging today, as the brand strategy gave the HERCULEX family a solid foundation from which to grow.

Recent independent studies show that brand awareness for HERCULEX has been established in the marketplace at 95 percent aided; exceeding expectations for a four-year-old brand.

"The powerful trait technology of HERCULEX XTRA got a real boost from a compelling and well-planned brand strategy," says Jones. "The Dow AgroSciences brand team was crucial to the success. Their team was comprised of cross-functional members, including Ben Kaehler and Wally Thingelstad, who helped create the comprehensive brand strategy."