Tag Archives: Pharmaceutical
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
Creating a Brand Story
Here is a great post I was alerted to by Stephanie Tilton (stilton@tentonmarketing.com) in a discussion around Success Stories. To Sell More, Tell The Customer’s Story- by Geoffrey James. http://blogs.bnet.com/salesmachine/?p=2106 “How, then, do you write a great field message? Essentially, you have to figure … Continue reading
Filed under Uncategorized
Brand Sense
Brands connect with customers through sensations. Some brands are heard and some are seen. Advertising uses these senses the most and may be too much. What about the other senses? A taste brand like Hagen Das bring in a third … Continue reading
Filed under Branding, Design, Marketing, Pharmaceutical, Storytelling, Uncategorized
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
Continue reading
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
Stories That Sell
Here is a great demonstration of the need for storytelling in pharmaceuticals. For many years I used the joke that if pharma marketers had invented Sushi it would be sold as cold, raw, dead fish! Its all function and no … Continue reading
Filed under Branding, Design, Marketing, Sales, Storytelling, Uncategorized
Jason’s On Fire!
Here is a great video that introduces all the elements a great story should have. The Hero’s journey is a much talked about archetype used in many commercials and advertising campaigns. The video tells stories on many levels. Yes it … Continue reading
Filed under Storytelling
Other Brand Story Posts
I really like the Brand story website from Rob Marsh. Its well worth a look
http://brandstory.typepad.com/writer/2008/07/how-to-write-great-headlines-and-copy-try-telling-a-story.html Continue reading
Filed under Branding, Marketing, Storytelling
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