Successful OTC Branding for a demanding consumer audience in 2012
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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.

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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  • Full Name Full Name Comment goes here.
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  • Loved the ppt can you share with me on smita@oxygenhealthcom.com
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  • Love the structure of the deck. I do not work in pharma - would love it if you could share the PPT - for me to use the layout for my own presentations? Would be grateful.

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Successful OTC Branding for a demanding consumer audience in 2012 Successful OTC Branding for a demanding consumer audience in 2012 Presentation Transcript

  • Successful OTC branding for a demandingconsumer audience in 2012February 18, 2011
  • Successful OTC branding for a demandingconsumer audience in 2012What is a brandWhat is an OTC brandWhat makes an OTC brand strongHow to build a strong OTC brand
  • 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
  • What is an OTC brandSolution BrandFunctional Functional & EmotionalDoctor decision Stand aloneSerious/critical matters Less serious matters(perception) 9
  • What is an OTC brand Prescription OTCSolution Generic BrandFunctional Functional Functional & EmotionalDoctor decision Stand alone Stand aloneSerious/critical matters Less serious Less serious matters(perception) matters 10
  • What is a strong OTC brand Solution Strong OTC brand Brand Reliability and Longevity Emotional connection with the consumer 11
  • How to build a strong OTC brandUnderstand the consumerChange your own team’s mindsetStand out with stand forCreate a holistic brand experience 12
  • Understand the consumer 13
  • What doesn’t workwith consumers 14
  • What doesn’t work with consumersComplexity of medical jargon 15
  • What doesn’t work with consumersIce-cold functionality 16
  • What doesn’t work with consumersFear as motivation Low fear High fearHigh efficiency + +Low efficiency – –research on consumers behavior,using tooth brush, 30yo in USAand cf. Thomas Goetz 17
  • What workwith consumers 18
  • What works with consumersGenuine interactionChanging perspective, seeing the situation through consumers’ eyesWorking around consumers’ drivers of demandTalking to directly to consumers, in an accessible language 19
  • Genuine interaction 20
  • What works with consumersTo be taken on a journeyIn the context of their worldWith personalized infoComplexity made simple 21
  • Taking consumers on a journey 22
  • What works with consumersEmpathyBeing reassuring and comfortingGood visualization and good messagingFocusing on the end benefit and minimizing the problem 23
  • Showing empathy 24
  • Change your team’s mindset 25
  • Taking the consumer on boardspecialist solution consumer 26
  • Taking the consumer on boardspecialist brand consumer 27
  • Sweet spot between functional and emotionalActavisUK 28
  • Assuring a simple and visible designActavisUK 29
  • Assuring a meaningful visibilityRocheEurope 30
  • Building the brand on its final benefitNapp LaboratoriesUK 31
  • Considering 3D innovationBausch & LombJapan 32
  • Shifting from information to inspirationFonterraAsia 33
  • Stand out with stand for 34
  • From the consumer insightThe packaging looked dark and serious.Consumers do not want to see themselvesas having a serious problem and don’twant to worry about the cause (leading tomore concern and effectively less sleep).ActavisUK 35
  • With a simple and bold ideaThe comfortable and cosy feel of one’sbedroom 36
  • Authentic to the brandLinked to the heritage of the brandJust making a clearer statement 37
  • Engaging personalityAn empathic brand in a functional categoryFocusing on the comfortable and homeycuesof the bedroom vs. the scientific solution. 38
  • Brilliantly executedWe commissioned Hand & Lock (hand embroiders since1767)to create an original cross stitch sample which wasphotographed for the final packaging. 39
  • Create a holisticbrand experience 40
  • We call it BrandworldHolistic experience is built beyond packaging, as the packagingcan’t cover everything.It starts with the Brand Idea and takes the consumer on aconsistent journey, where everything builds on and leads to thefinal benefit. 41
  • iFlex BrandworldDSM Nutritional ProductsUSA, Europe, Asia 42
  • The final benefit connects to consumersat both functional and emotional levels 43
  • The key visual assures continuity across alltouch-points and builds recognition and impact 44
  • The Brand Idea inspires clever touch-points 45
  • And the POS material allows the brand to standout of the clutter 46
  • How to build a strong OTC brandUnderstand the consumerChange your own team’s mindsetStand out with stand forCreate a holistic brand experience 47
  • Thank youIntellectual propertyPlease note that the contents of this document are for demonstration,comparison & review and may not be reproduced in any way.ConfidentialityThe contents of this proposal are strictly confidential between Design Bridgeand the company to whom the proposal is addressed, and may not be sharedwith any other party without Design Bridge’s permission.