Brand Therapy

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'.

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