Tag Archives: Brand Planning
Hiaku Poetry- Small but Perfectly Formed- Communication
At a birthday party last night my friend Phil, asked if I had heard of Haiku (Japanese poetry) storytelling. I hadn’t but it sounded really interesting. It’s a poem or story told in 17 syllables broken up in to 3 lines (in English) or groups of 5, … Continue reading
Filed under Branding, Design, Marketing, Pharmaceutical, Sales, Storytelling, Uncategorized
Deep Branding
Deep Branding requires deep storytelling but how do we get there? Many of the previous post have focused on aspects of storytelling and it connection to customer attitudes and behaviours. Brand architects search for the best way to connect their brand … Continue reading
Filed under Branding, Storytelling, Uncategorized
Open Source Branding
What do Lunix, Twitter. BBC, Google, Starbucks, Apple, Amazon and Innocent along with many other brands have in common? I think its open source branding that makes these stick out in today’s teams. In effect the company has “Let Go” … Continue reading
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Marketing Amnesia- Pharma Customer Phenomenom
Amnesia is a strange phenomenon. As humans we are programmed to remember massive amounts of information. Somethimes our brains fail to store data or have problems accessing it and its a really debilitating, frustrating and for the poor individual a big … Continue reading
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You Can’t Always Get What You Want
“But if you try sometime you get what you need.” Rolling Stones Access to markets is always a problem. We want open markets and uncontrolled access to communicate. Well, we cant always get that but perhaps we can get what … Continue reading
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Right Time- Right Message
One key in storytelling is getting the chapters in the right order. Can you imagine your favourite book with all the chapters mixed up.? There are two parts to this. One rational and one emotional (left brain and right brain). … Continue reading
Filed under Marketing, Pharmaceutical, Sales, Storytelling, Uncategorized
Brand Stories: Tools and Tactics
Finding a story Getting a solid story takes a inquisitive mind. I have found that keeping a note book close to hand for travelling or for the times when you wake up in the morning with a burning idea. In previous … Continue reading
Filed under Branding, Uncategorized
Pharmaceutical Brand Planning-The Pharma Brand Story Plan Part II
Here are my tips for a more concrete way of creating a pharma brand plan. I based the methodology on EBM (Evidenced Based Medicine). Why? Because I think that this is the market access mantra of the future. So our plans need to reflect this. How is it done? Continue reading
Filed under Branding
Great Stories Position Pharma Brands
Some months ago I was asked for my thoughts on how to position Pharma brands and what it takes to get a brand positioning accepted. When I sat down and thought what to say the following equation came to mind. Each time I look at I really like the simplicity and what call to action it brings.
P=E+(-O)
acceptance of brand position = Customer Experience + negative objections
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Pharmaceutical Brand Planning-The Pharma Brand Story Plan. Part I
Creating great brands doesn’t happen by accident. Brand planning is the centre of marketing, advertising and PR. In the new world, a new sort of plan is needed. You still need the basics but a new lens needs to be … Continue reading
Filed under Storytelling, Uncategorized
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