Dechra Brand Guidelines

Z Y C O R T A L ® H I DDEN D I SEASE . V I S I BL E ANSWER .

Z Y C O R T A L ® H I DDEN D I SEASE . V I S I BL E ANSWER .

Z Y C O R T A L ® H I DDEN D I SEASE . V I S I BL E ANSWER .

Our key brand insight. Hidden disease. Visible answer.

Welcome to the brand. When we consider the Zycortal brand, it is important to think of it as more than just a logo. It is a complete and considered direction for all forms of communication. This direction is essential to define the brand’s own unique position in the market place. It needs to be clear about what exactly the brand stands for. In the case of Zycortal it is a new endocrinology product delivering effective control and management of Addison’s disease. Running parallel to the communications is the need for greater awareness of the condition. We’re asking vets to become more Addison’s aware. A new logo device has been created to represent this. The Zycortal brand should be portrayed with a clear understanding of the problem and challenges of recognising Addison’s disease. Industry leading reassurance, professionalism and care should also come across. The aim is to maintain a consistent brand experience across every touch point. How a brand is perceived is heavily dependent on those who use and apply it, day in day out. If Zycortal is about managing and controlling Addison’s disease, these brand guidelines are about managing and controlling the way it is communicated successfully.

At the core of the brand and its communications is this one simple thought. While Addison’s disease may be difficult to diagnose, there is now an obvious answer for the management of the condition with Zycortal.

The fight against Addison’s can be a difficult search for answers.

What could be behind an animal’s inability to stay fit and healthy could be a condition that’s far from obvious. Dechra is leading the way to bring greater awareness and a more effective treatment for dogs affected by Addison’s disease.

The key brand insight is backed up by our reasons to believe:

• Addison’s disease resembles many other illnesses so it can be challenging to diagnose

• Zycortal is a new licensed endocrinology product delivering effective control and management of Addison’s

• Zycortal is the only European veterinary licensed treatment for primary Addison’s disease in dogs

• Zycortal contains DOCP, providing pure mineralocorticoid efficacy, controlling electrolytes more effectively than fludrocortisone

• Along with greater awareness and correct diagnosis, Zycortal can reduce the life-threatening risk of Addison’s

• Zycortal gives dogs the opportunity to live life to their full potential

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