Tag Archives: Sales
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
Anatomy Analogy and LAPS
Here is an interesting idea I dreamed up on the plane the other day. I was looking for inspiration for solutions to some work problems and my mind wondered to biological systems. I thought ” what does this problem remind me of … Continue reading
Filed under Authenticity, Branding, Design, Innovation, Knowledge transfer, Marketing, Pharmaceutical, Sales, Storytelling
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
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
Impact Branding- Beyond “USP”- Storytelling in the Pharmaceutical industry
However you think about it pharmaceutical products are in a unique selling environment. Customers of the marketing and sales departments are not the end users and now not even empowered to buy products. Over the last ten years Pharmaceutical companies … Continue reading
Filed under Marketing, Sales, Storytelling, Uncategorized
The Future of Customer Communication
Seth Godin and others have been discussing the power of Tribes and how they form a sort of direction for a community. In his book Tribes Godin mentions the group patientslikeme.com. Its well worth checking out especially if you work … Continue reading
Filed under Knowledge transfer, Marketing, Storytelling
Swimming in an Sea of Customers
Marketing these days is moving past the classical positioning of the 70′s, 80′s and 90′s. Prior to positioning you could sell products based on features. There was less to choose from and fewer people were aiming at you as a target customer. Move to the … Continue reading
Filed under Marketing, Sales, Storytelling
My new blog
Welcome to my new blog for everyone interested in marketing, creating brands through story telling and new ways to build leadership. The site is in development and I would be happy for people to let me know what interests them … Continue reading
Filed under Architecture, Branding, Design, Events, Knowledge transfer, Marketing, Sales
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