Presciant Corteva Case Branding the Dow and DuPont Agribusiness Merger

The mega-merger of the agribusinesses of Dow and DuPont created major brand questions--and opportunities. This is the story of the process of the creation of the Corteva brand leading to its successful IPO.

1. Branding the Dow and DuPont agri-business merger 24 April 2024

2. When the Dow and DuPont agri-businesses merged, they needed a name and a clear, simple, unified brand strategy 2 Corporate brand Business-level brands Product brands Trademarks Seed company brands Rapid React ™ Technology Sila-Bac ™ EnClass ® Cyazypyr ® DuPont Crop Protection Rynaxypyr ® Accord® Concentrate Herbicide BlackHawk ® Naturalyte ® Insect Control CleanTraxx ™ Closer® SC Duramax® Herbicide Enlist Duo™ Herbicide with Colex D Technology FirstRate ® Herbicide Fore® 80WP Rainshield ® Specialty Fungicide ForeFront® HL StareDown ™ Surpass® NXT Transform® WG Trellis® Vastlan ® 2

3. Research underpinned brand strategy development USA Argentina Germany Italy India Ukraine Canada Brazil France South Africa Russia China Quantitative Research Quant research with 3068 farmers across 12 countries: USA, Canada, Brazil, China, India, France, Germany, Italy, South Africa, Ukraine, Russia, Argentina Crops: Corn, Soybean, Vegetables, Canola, Potatoes, Rice, Sunflower, Barley, Wheat, Grapes In market visits: Interview with over 100 stakeholders across key markets including: USA Brazil Argentina France Germany Ukraine Russia Competitor audit: Audited 20 competitors Trend analysis Review of key trends affecting the agricultural industry Financial analysis Valuation of legacy brands and strategic options External interviews 70+ external interview Client research 100+ client interviews Review over 300 documents 3

4. Assessing name options by measuring financial impact of each choice 4 Using a new brand will deliver the most value by allowing: Repositioning as the market shaper Creating a best-in-class brand The incremental value of a new brand is 1/3 higher than the next best scenario 4 6 8 9 11 A s - I s Scenario 1A Scenario 1B (DuPont) (DuPont + Pioneer) Scenario 2 (Dow) Scenario 3 (Pioneer) Scenario 4 (New Brand) Incremental Brand Value +$XB $ (billions) ESTIMATED BRAND VALUE BY SCENARIO

5. Research inspired a new brand purpose and positioning Our Essence 5

6. The name reflects the positioning and purpose “Core” suggests ”core” or “heart” of the earth “Teva” is an ancient word, which fits our 14,000-year-old industry. It comes from an ancient Hebrew word which means “everything nature” Works well in all our key languages Is completely different from anything else in the category Sounds strong--hard beginning and ending consonants (“c” and “v”) 6

7. The brand identity breaks convention while signifying agriculture 7 Events Apparel Brand guidelines Physical Locations Website Vehicles Templates Business Cards PowerPoint Posters An agriculture logo that isn’t green, a symbol which suggests cornfields seen from the sky and 3 businesses coming together

8. A video communicated the new brand internally and externally 8

9. A successful IPO which saw a surge in share price 9

10. Linking brand to financial results leads to the right decisions and investments by non-marketing-minded executives and boards A solid financial argument can change minds--the DowDuPont CEO rethought his decision to call the spin-off “DuPont” Understanding current requirements, trends and future needs is the key to a compelling, relevant and credible brand Look for a broader societal purpose: The Corteva brand foundation is that food is the basic human need, agriculture is the foundational industry, the springboard for economic growth and the development of society The name and visual identity should communicate the positioning and purpose—Corteva means the heart of nature, the logo invokes furrows of plowed fields seen from the sky, and the idea of 3 companies coming together A powerful brand positioning can power the success of an IPO and share price growth 10 Key takeaways