Grateful 7 speech thanking everyone that has helped.pdf
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3. Global Brand Identity/Campaign Development Process Critical Success Factors Critical Success Factors Brand Identity Development Phase 1 Identify and validate a winning global brand positioning and gain consensus with in all key affiliate markets on product positioning, personality, and promise Successful global validation of brand identity elements – trademark symbols, color palette, logotype, font, icon with consumers and health care providers Campaign Development Phase 2 Successfully establish and gain consensus on global creative concept and core claims development Implement global brand guidelines and effective utilization of the brand book to maximize market impact and penetration Gain consensus on and execute an effective global pre-launch communication program that preconditions the market and establishes the need for gastro-protective NSAID
4. Key Brand Initiatives 2008 2009 2010 Phase I Brand Identity Development Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Initiation Meeting Brand Strategy Workshop Positioning Development & Research Consumer & Healthcare Provider Segmentation Research Brand Identity & Personality Workshop Color Palette & Logo Development/ Research Phase II Campaign Development Message Development & Research – HCP and Consumer Concept Development & Research – HCP and Consumer Sample Package Development & Research Phase III Planning and Rollout Global Brand Book Development Pre-launch & Launch Global Communications Plan Development and Rollout Post launch Global Communications Plan Development and Rollout Global Targeted Launch
![Process for Building Consensus to Ensure An Effective Global Rollout ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],A successful rollout insures continuous communications throughout the life of the brand Planning and Analysis Create Team Leader/ Global Team Approvals Local Adaptations ‘ SHARE’](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)