Challenge
Amidst a sea of sameness across the marketplace, Syngenta’s seed brand, NK Seeds, was struggling to create a differentiated brand and use its salespeople as ambassadors to drive its core value proposition.
Solution
Created an interactive hands-on workshop for 200+ sales staff and presented across 5 breakout sessions at the annual sales meeting to identify “The NK Way.” The workshop generated feedback through whiteboards, worksheets, and discussions, helping identity the roles the sales team played in making NK Seeds stand for something meaningful.
Result
A comprehensive research summary was created and developed along with a marketing strategy and brand engagement plan. Because sales staff were included in the process, the resulting brand engagement plan generated wider adoption and follow-through.