AGENDA:
- Lay the basis for how we will organize and message the different products
- Identify the End Goal (i.e. increase adoption of AgGateway standards)
- Identify the Core Value Proposition
- Who is the core customer of our brand?
- Review the different types of brand architecture available
- Identify external factors
- AgGateway brand strategy?
- Is there co-branding with standards organizations? Will there be conflicts with these existing brands?
- Develop Strategic Messaging Points
PRESENT 5/11/16: R. Andres Ferreyra (Unlicensed), Jeremy W Wilson, Dan Berne (Unlicensed), Shannon Haringx (Unlicensed)
DISCUSSION:
- Everyone agrees to abide by AgGateway antitrust guidelines.
- Emotions, risk, fear - what we are doing here is protecting companies that have adopted from the pain of making multiple point to point integrations. Talk once to everybody rather than having to integrate with each partner.
- Benefit = Scalability
- Why is it beneficial to adopt the AgGateway logo, standards, create a plug-in for ADAPT?
- Farms are businesses. AGIIS, ADAPT, some of the other councils tend to be the B2B side, while SPADE tends to be more of a consumer oriented brand.
- We need to show to the businesses the value to the end user of working with us.
- We have a combination of people we need to address. How do we bring a unified brand to all of them?
- We tend to lump growers all together. We haven't done a good job of identifying different behavior groups. Probably 5-6 segments exist. There is more work to be done there.
- Brand extensions - just because you have something new doesn't mean it should be an extensions. SPADE, PAIL, etc. are projects and should not be viewed as brand extensions.