Once Upon a Brand
Consistency You might be surprised to learn that even with all the pre-market prep that goes into attracting investors, addressing KOLs, and appealing to practitioners and patients, the product brand storyline is often inconsistent, and the language used to express key ideas is not nailed down. Whil...
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| Veröffentlicht in: | Pharmaceutical Executive 2019-09, Vol.39 (9), p.59-59 |
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| Hauptverfasser: | , |
| Format: | Artikel |
| Sprache: | eng |
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| Online-Zugang: | Volltext |
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| Zusammenfassung: | Consistency You might be surprised to learn that even with all the pre-market prep that goes into attracting investors, addressing KOLs, and appealing to practitioners and patients, the product brand storyline is often inconsistent, and the language used to express key ideas is not nailed down. While adept at explaining the science, life science companies don't ordinarily micro-tune their messages using defined branding-a skill better suited to advertising agencies. For a brand story to truly engage and inspire, it needs to have an authentic voice-not from one individual, but from the entire organization. ® Communicating Your Narrative: A Pharm Exec podcast with Robert Finkel, CEO of FreshBlood Group bit.ly/322fJ6a ROBERT FINKEL is CEO and PATRICIA MALONE is Chief Creative Officer, both with FreshBlood Group |
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| ISSN: | 0279-6570 2150-735X |