This case study from 2014 describes a pharmaceutical company that was struggling to pick an efficient creative idea for its brand due to a lack of clear brand positioning and consumer insights. A "Brand essence" workshop was conducted which explored consumer insights, developed a brand benefits ladder, generated a core brand idea, and created a brand vision and multichannel matrix. The result was increased brand differentiation and more effective multichannel planning. The document stresses that neither creative ideas nor digital communication tools will be effective without clear strategic brand foundations, competitive differentiation, and consumer insights.

1. Case study:
debunking communication miracles
industry: pharmaceuticals
year: 2014

2. Problem on the surface:
to pick up an efficient creative idea

3. The real problem:
no clear positioning
of pharma brand

4. The solution:
“Brand essence” workshop
• consumer insights exploring
•brand benefits ladder
•core brand idea generation
•brand visioneering
• multichannel matrix

5. The result:
↑clear brand differentiation
↑effective multichannel planning

6. P.S.
Neither fancy creative idea nor use of
digital communication tools won’t bring
magic fruits if the strategic brand
foundations, competitive differentiation
and consumer insights are not clear.
Happy multichannel strategy, and..let’s
workshop it! 
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