If these brands can do it, we all can. To connect that understanding of our brands with a strong message, we suggest that
every pharma branding campaign should start with three simple, direct questions:
» What is the essence of our product?
» How is it different than other products in the market?
» Why should customers value that difference?
Once you've got the answers to those questions, you know what you're trying to say. Then it's just a matter of crafting a
compelling (and compliant) way to say it. And that's what our jobs are all about.
is Principal of CarbonSix. He can be reached at
is a Director at Bristol-Myers Squibb, where he leads market research for brands in oncology and has led brands in cardiovascular
and metabolics. The views expressed in this article are solely those of the author and do not reflect those of Bristol-Myers
Squibb. He can be reached at