If Karalyn sees itself as a Creation Brand, then it should:
PIONEER A NEW WAY TO THINK ABOUT THE DISEASE Karalyn marketers, and other Creation Brand teams, should focus on establishing an understanding of the disease, and drive
the perception of it throughout the medical and patient community.
BE A SOURCE OF CLARITY Make your audience feel smarter and more self-assured by educating them on the specifics—and the science—of the drug. In
addition, brand teams should communicate in such a way that audiences can self-identify themselves as patients, and understand
whether they are appropriate candidates for treatment.
TIE EQUITY TO AN EMOTIONAL OR PRACTICAL BENEFIT Focus the Creation Brand's strategy on the problems it solves or the feelings it creates with customers—be they physicians
or patients. Frame the product's features in the service of these customer solutions and feelings.
FILL THE HOLE All successful Creation Brands tap into a latent dissatisfaction with current therapies or management of a condition. By identifying
and naming this dissatisfaction, that breakthrough in understanding is created and associated with the brand.
CHANGE THE DISCOURSE Don't just make an initial impact; create an unstoppable momentum for change. It's not just about introducing a new brand,
but also introducing an entirely new way of viewing and living with a condition.
[BRAND CATEGORY 2]
This brand has an inherent attribute enabling it to perform better than competing brands on an established set of expectations.
What about down the road, another team might ask, when Karalyn has an opportunity to make a great impact on RA? Since gout
is just another form of arthritis, Karalyn's best first move may be to behave like an Evolution Brand, where it would demonstrate
significant improvement in a well-established category.
Lipitor (atorvastatin), Celexa, (citalopram) and Rollerblade have become successful Evolution Brands by developing messaging
based on how they represent significant enhancements over traditional therapies. For example, the established expectation
in cholesterol management is "the lower, the better." However, Lipitor recalibrated the existing measure of success by providing
significantly better cholesterol lowering across the board. Celexa set a new standard for treatment of depression as a selective
serotonin re-uptake inhibitor (SSRI) by offering patients less side effects. And, Rollerblade represented an evolutionary
advancement over the established pastime of traditional roller skating.
If Karalyn sees itself as an Evolution Brand, then it should:
DEFINE A UNIQUE DIFFERENCE Evolution Brands should use specific indications as a springboard to put forth better management of a condition. For example,
rather than build the category for gout, build on the key metric that affects arthritis, using gout as a first example.
BE A SOURCE OF AUTHORITY Build audience confidence through assertive claims, which are already widely validated by customers, about the brand's leadership
in a category.
TIE EQUITY TO A FUNCTIONAL OR PRACTICAL BENEFIT Focus your strategy on the key functional difference of the drug, and how it enhances patients' lives in practical ways they
can understand and relate to.
BE CONSISTENT Maintain a bold, continuous presence in all venues. An Evolution Brand is the new king of an established kingdom. Customers
look to that type of brand to be widely accessible and reliable.
PLAY THE BALL, NOT THE COMPETITION Brand teams should run with their product's evolutionary advantage—focus on the product, not what competitors are saying.
By worrying about the competition, companies risk losing focus on their leadership role.