Emotion - The New Brand Integrator

June 1, 2001
Gil Bashe

Gil Bashe is CEO of Health!Quest Global Communication Partners in Metuchen, New Jersey, and co-editor of Branding Health Services, by Aspen Publishers.

Pharmaceutical Executive

Pharmaceutical Executive, Pharmaceutical Executive-06-01-2001, Volume 0, Issue 0

Driven by the quest for innovation, the intensity of competition, and the pressure to create megabrands and megamergers, pharmaceutical executives are exploring an influential force still untapped by most marketing and communication departments-the power of emotion.