Introduction............................................................................................................1
Chapter 1: Strong brand strategies use the right tools: An overview
of the brand team’s toolkit
.........................................................................................5
Chapter 2: Strong brand strategies are about the customer: Using
the Customer-Centric Market Definition to frame your analysis.
...............................17 Chapter 3: Strong brand
strategies are decisive: Using Drucker’s Definition to clarify your
brand
strategy...............................................................................27
Chapter 4: Strong brand strategies are tested: Using Brand Strategy
Diagnostics to test and improve your
strategy....................................................35
Chapter 5: Strong brand strategies are aligned to the market: Using
SWOT Alignment to guide your brand
strategy...................................................49
Chapter 6: Strong brand strategies are based in reality: Using
Reality Filters to gain strategic
objectivity........................................................................65
Chapter 7: Strong brand strategies are focused: Using the Focus
Matrix to guide complex
strategies.................................................................................79
Chapter 8: Strong brand strategies are your own: Using Value Chain
Comparison to identify your firm’s distinctive strengths and
weaknesses..........95
Chapter 9: Strong brand strategies overcome the competition: Using
Competitive Pressure Analysis to identify competitive threats and
opportunities...............................................................................................105
Chapter 10: Strong brand strategies understand the customer: Using
Contextual Segmentation to identify opportunities and threats from
customer
differences..........................................................................................119
Chapter 11: Strong brand strategies compete in the future: Using
Emergent Properties Analysis to identify future opportunities and
threats........131 Chapter 12: Strong brand strategies anticipate
the market: Using the Product Category Life Cycle to predict
customer and competitor behaviour...143
Chapter 13: Strong brand strategies are built on insight: Using the
Hypothesis Loop to see what your competitors
don’t.......................................153 Chapter 14: Strong
brand strategies create value: Using the Concentric Value
Proposition to translate strategy into
activities........................................165 Chapter 15:
Strong brand strategies are measured: Using 3L Metrics to improve
brand strategy
implementation............................................................177
Chapter 16: Strong brand strategies are understood: Using the Wedge
Brand Plan Structure to communicate your brand
strategy..............................189 Appendix: Further
reading..................................................................................197
Professor Brian D Smith has worked in the life sciences sector for 40 years as research chemist, marketing leader, research academic and advisor to many leading pharma and medtech companies. He uniquely combines first-hand understanding of the industry with rigorous, world leading research. He is the author of over 300 publications, including 'The Future of Pharma' and 'Darwin’s Medicine'.
'Catchy title but what a difference in the content in comparison to
other blockbuster marketing books. The topic is covered in a
systematic, yet not rigid way. Each section is clearly explained
and backed by robust academic reference (the strength of the
author), without jargon and with concrete examples. I am sure even
the most seasoned marketing professional will find a step they're
missing and something to change to improve their practice. An
excellent and sound guide for the more junior practitioners. An
opportunity to learn from the best firms in the industry, as the
author is using his many years of observations to feed into each
section.' A. M Leclerc-Chalvet
'By reading this book, you can instantly see that every marketer
should use these winning techniques if s/he works in the pharma and
medtech industry in order to excel.
It is also an amazing resource for marketing leaders to up-skill
their team's capabilities in focused and strategic brand strategy.
The excellent understanding of the industry challenges along with
an overview of the macro-factors give the reader not just an
additional confidence when planning long-term business strategies
but also a unique readiness to act upon these techniques and
immediately apply.
This book makes not only the marketing strategy to be put at the
core of any pharmaceutical and medtech company's operations but
more importantly highlights the strategic importance of marketing
itself. There are no other books in the whole market and I am still
impressed with the paucity of specific pharma and medtech-focused
marketing literature.
This book allows marketers drum up their strategic thinking from
the world’s authority on the evolution of the pharma industries
whilst offering support for top-level marketing planning. I am sure
that even strategic leaders would be astounded by the level of
detail in setting out a bespoke strategy in our VUCA world.
As Professor Brian Smith is not only a leading academic but also a
former executive, he challenges common sense, defies long-standing
cliches still led by the industry and invites the reader to enhance
his/her pragmatism in a to-date pharmaceutical and medtech context.
There is no detached academic waffle but handy advice that can be
useful for years to come.
Furthermore, he wants the reader to see the variety of immediately
applicable techniques that can facilitate the marketer’s workload
tremendously and simplify the brand strategy design process.
Exactly because he has already specialised himself on a deep
understanding of all business models developed within the pharma
business, he is turbocharging your planning and implementatiion
capabilities on how the brand strategy can form a differential,
sustainable and competitive advantage.
Also a fascinating book to read as the author cuts through the
clutter and gives you a simple but accurate compass to navigate
through complexity and ambiguity.' G. S.
"A practical guide to developing brand strategies within MedTech. I
found this totally relevant and applicable to our industry with
nice examples and great tips for brand leaders when it comes to
application. The modular approach means it’s a flexible Go To for
numerous tools and techniques whatever therapy your brand needs. I
highly recommend." Karen Hand
"Specifically written for those of us involved in MedDev or Pharma
marketing, Brian combines an academic framework and great,
practical “hints and tips” into an approachable and actionable
handbook for practitioners. Congratulations on the first, targeted
textbook for MedDev that I am genuinely happy to endorse." Paul
Murphy
"Brand Therapy is an essential addition to any pharma marketer's
reading, Brian has successfully incorporated the most relevant
academic theories with the daily challenges faced by the practising
marketer. It is not often that you can pick up a management book
and instantly feel it is written for you, the job you do every day,
the challenges you face and how to overcome these as a pharma
marketer. Brand Therapy is a treasure chest of marketing tools and
advice which will help pressure test any brand planning process,
it’s a pleasure to highly recommend this book." Stephen
Griffiths
"I would highly recommend for brand leads working in pharma!!
Clearly structured chapters, with easy to digest content -great to
refer back to - which I do regularly!" G Glover
"Clearly and concisely written enabling practical application."
Miss J M McDonald
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