Successful OTC Branding for a demanding consumer audience in 2012
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This presentation was presented at the OTC Pharma Asia Summit on 18 February 2011, by Morvarid Kaykha, Senior Brand Strategist at Design Bridge Singapore.
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Successful OTC Branding for a demanding consumer audience in 2012
- 1. Successful OTC branding for a demanding consumer audience in 2012 February 18, 2011
- 7. Successful OTC branding for a demanding consumer audience in 2012 What is a brand What is an OTC brand What makes an OTC brand strong How to build a strong OTC brand
- 8. What is a brand Product Brand The Brand Idea generates a brand experience and sense of belonging on top of the product and its end benefit Willing to pay more for 8
- 9. What is an OTC brand Solution Brand Functional Functional & Emotional Doctor decision Stand alone Serious/critical matters Less serious matters (perception) 9
- 10. What is an OTC brand Prescription OTC Solution Generic Brand Functional Functional Functional & Emotional Doctor decision Stand alone Stand alone Serious/critical matters Less serious Less serious matters (perception) matters 10
- 11. What is a strong OTC brand Solution Strong OTC brand Brand Reliability and Longevity Emotional connection with the consumer 11
- 12. How to build a strong OTC brand Understand the consumer Change your own team’s mindset Stand out with stand for Create a holistic brand experience 12
- 13. Understand the consumer 13
- 14. What doesn’t work with consumers 14
- 15. What doesn’t work with consumers Complexity of medical jargon 15
- 16. What doesn’t work with consumers Ice-cold functionality 16
- 17. What doesn’t work with consumers Fear as motivation Low fear High fear High efficiency + + Low efficiency – – research on consumers behavior, using tooth brush, 30yo in USA and cf. Thomas Goetz 17
- 18. What work with consumers 18
- 19. What works with consumers Genuine interaction Changing perspective, seeing the situation through consumers’ eyes Working around consumers’ drivers of demand Talking to directly to consumers, in an accessible language 19
- 20. Genuine interaction 20
- 21. What works with consumers To be taken on a journey In the context of their world With personalized info Complexity made simple 21
- 22. Taking consumers on a journey 22
- 23. What works with consumers Empathy Being reassuring and comforting Good visualization and good messaging Focusing on the end benefit and minimizing the problem 23
- 24. Showing empathy 24
- 25. Change your team’s mindset 25
- 26. Taking the consumer on board specialist solution consumer 26
- 27. Taking the consumer on board specialist brand consumer 27
- 28. Sweet spot between functional and emotional Actavis UK 28
- 29. Assuring a simple and visible design Actavis UK 29
- 30. Assuring a meaningful visibility Roche Europe 30
- 31. Building the brand on its final benefit Napp Laboratories UK 31
- 32. Considering 3D innovation Bausch & Lomb Japan 32
- 33. Shifting from information to inspiration Fonterra Asia 33
- 34. Stand out with stand for 34
- 35. From the consumer insight The packaging looked dark and serious. Consumers do not want to see themselves as having a serious problem and don’t want to worry about the cause (leading to more concern and effectively less sleep). Actavis UK 35
- 36. With a simple and bold idea The comfortable and cosy feel of one’s bedroom 36
- 37. Authentic to the brand Linked to the heritage of the brand Just making a clearer statement 37
- 38. Engaging personality An empathic brand in a functional category Focusing on the comfortable and homey cues of the bedroom vs. the scientific solution. 38
- 39. Brilliantly executed We commissioned Hand & Lock (hand embroiders since 1767) to create an original cross stitch sample which was photographed for the final packaging. 39
- 40. Create a holistic brand experience 40
- 41. We call it Brandworld Holistic experience is built beyond packaging, as the packaging can’t cover everything. It starts with the Brand Idea and takes the consumer on a consistent journey, where everything builds on and leads to the final benefit. 41
- 42. iFlex Brandworld DSM Nutritional Products USA, Europe, Asia 42
- 43. The final benefit connects to consumers at both functional and emotional levels 43
- 44. The key visual assures continuity across all touch-points and builds recognition and impact 44
- 45. The Brand Idea inspires clever touch-points 45
- 46. And the POS material allows the brand to stand out of the clutter 46
- 47. How to build a strong OTC brand Understand the consumer Change your own team’s mindset Stand out with stand for Create a holistic brand experience 47
- 48. Thank you Intellectual property Please note that the contents of this document are for demonstration, comparison & review and may not be reproduced in any way. Confidentiality The contents of this proposal are strictly confidential between Design Bridge and the company to whom the proposal is addressed, and may not be shared with any other party without Design Bridge’s permission.