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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  • 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.

    kjboros@gmail.com

    Thank you.
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Successful OTC Branding for a demanding consumer audience in 2012

  1. 1. Successful OTC branding for a demandingconsumer audience in 2012February 18, 2011
  2. 2. 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
  3. 3. 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
  4. 4. What is an OTC brandSolution BrandFunctional Functional & EmotionalDoctor decision Stand aloneSerious/critical matters Less serious matters(perception) 9
  5. 5. 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
  6. 6. What is a strong OTC brand Solution Strong OTC brand Brand Reliability and Longevity Emotional connection with the consumer 11
  7. 7. How to build a strong OTC brandUnderstand the consumerChange your own team’s mindsetStand out with stand forCreate a holistic brand experience 12
  8. 8. Understand the consumer 13
  9. 9. What doesn’t workwith consumers 14
  10. 10. What doesn’t work with consumersComplexity of medical jargon 15
  11. 11. What doesn’t work with consumersIce-cold functionality 16
  12. 12. 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
  13. 13. What workwith consumers 18
  14. 14. 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
  15. 15. Genuine interaction 20
  16. 16. What works with consumersTo be taken on a journeyIn the context of their worldWith personalized infoComplexity made simple 21
  17. 17. Taking consumers on a journey 22
  18. 18. What works with consumersEmpathyBeing reassuring and comfortingGood visualization and good messagingFocusing on the end benefit and minimizing the problem 23
  19. 19. Showing empathy 24
  20. 20. Change your team’s mindset 25
  21. 21. Taking the consumer on boardspecialist solution consumer 26
  22. 22. Taking the consumer on boardspecialist brand consumer 27
  23. 23. Sweet spot between functional and emotionalActavisUK 28
  24. 24. Assuring a simple and visible designActavisUK 29
  25. 25. Assuring a meaningful visibilityRocheEurope 30
  26. 26. Building the brand on its final benefitNapp LaboratoriesUK 31
  27. 27. Considering 3D innovationBausch & LombJapan 32
  28. 28. Shifting from information to inspirationFonterraAsia 33
  29. 29. Stand out with stand for 34
  30. 30. 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
  31. 31. With a simple and bold ideaThe comfortable and cosy feel of one’sbedroom 36
  32. 32. Authentic to the brandLinked to the heritage of the brandJust making a clearer statement 37
  33. 33. Engaging personalityAn empathic brand in a functional categoryFocusing on the comfortable and homeycuesof the bedroom vs. the scientific solution. 38
  34. 34. Brilliantly executedWe commissioned Hand & Lock (hand embroiders since1767)to create an original cross stitch sample which wasphotographed for the final packaging. 39
  35. 35. Create a holisticbrand experience 40
  36. 36. 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
  37. 37. iFlex BrandworldDSM Nutritional ProductsUSA, Europe, Asia 42
  38. 38. The final benefit connects to consumersat both functional and emotional levels 43
  39. 39. The key visual assures continuity across alltouch-points and builds recognition and impact 44
  40. 40. The Brand Idea inspires clever touch-points 45
  41. 41. And the POS material allows the brand to standout of the clutter 46
  42. 42. How to build a strong OTC brandUnderstand the consumerChange your own team’s mindsetStand out with stand forCreate a holistic brand experience 47
  43. 43. 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.

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