Saturday, September 27, 2008
Mumbai OOH media
Like any urban landscape, Mumbai's is covered with out-of-home media. Here are just a few billboards we captured for brands like KitKat, movies including Hari Puttar, and a new reality TV show like "Dancing with the Stars."
Friday, September 26, 2008
Mumbai Medical Marketers: potential collaborators in India pharma market
During our trip to the Asia Brand Congress this week, we also met with two experience medical marketers: Bharat Bhardwaj and Rashmi Thosar.
Bharat is starting a new online healthcare portal -- and he sees tremendous potential in the untapped medical professional and patient web space.
Rashmi has a growing pharma brand consultancy, BrandCare, very similar in size and scope to our own company. She hosted us in the
BrandCare offices in the suburb of Mulund, just northeast of Mumbai.
She and I discussed at least six areas in which we could team up. It holds exciting possibilities for both of us. Her agency's creative work was quite impressive, and I'm anxious to do more together.
Bharat is starting a new online healthcare portal -- and he sees tremendous potential in the untapped medical professional and patient web space.
Rashmi has a growing pharma brand consultancy, BrandCare, very similar in size and scope to our own company. She hosted us in the
BrandCare offices in the suburb of Mulund, just northeast of Mumbai.
She and I discussed at least six areas in which we could team up. It holds exciting possibilities for both of us. Her agency's creative work was quite impressive, and I'm anxious to do more together.
Thursday, September 25, 2008
A 4-part model to create brand CHEMistry with your customers: Presentation to Asia Brand Congress in Mumbai.
Here’s a summary of the talk I’m giving today to the summit attendees:
Health science and technology brands make personal connections with consumers beyond that of many other products. This connection goes beyond mere advertising. Marketers must create brands, experiences, and relationships that embody the intricate balance between customer needs and business objectives.
This presentation offers a creative innovation model that leverages a concept I call the science of "bio-branding." The model is based on the belief that health science and technology brands require their own scientific methods and tools. It offers valuable lessons for pharmaceutical, diagnostic, and life science marketers. Yet, its principles also can be translated to other specialty and professional market sectors.
The goal of the innovation model is to captivate customers in ways that go beyond traditional “interruptive assumptions” of advertising.
Presenting C.H.E.M.
In this presentation, I will share a high-level summary of conclusions from:
• Literature review of major academic journals, trade publications, and branding books
• Market research findings from 36 U.S. and Global launch programs
• Experience with more than 100 different brands developed and/or supported by our consultancy
The result of this research and experience is a brand innovation tool with a memorable acronym – C.H.E.M.
By applying the tool, a marketer can truly create brand CHEMistry with your customers.
Overview of C.H.E.M.
C = Connect
Purpose: Fit in their world, not try to disrupt it.
Action: Identify your true target audience(s). Then determine how to connect with these individuals through meaningful and relevant messaging. This connection is the start to the most effective brand efforts.
H = Honest
Purpose: Utilize your best data, not distort it.
Action: An honest information exchange allows external points of view into a discussion and enables your audience to open up and share their issues, concerns, or complaints. This allows true understanding of the customers’ circumstances. By initiating the conversation, then listening, you create an open and honest dialogue and valuable customer response. In this step, also examine claims to ensure the most accurate data is presented.
E = Easy
Purpose: Simplify communications, not make it more difficult.
Action: Not only ensure that your customer materials are easy to read and understand, but also introduce “easy” potential solutions relevant to the customers’ needs. Helping customers understand the value of your solution and how it positively relates to them, creates positive associations and brand loyalty.
M = Motivate
Purpose: Show customers how to take action, not demand it.
Action: Encourage action by offering your audience a clear, simple first step toward a goal in every communication. This step ensures you show how and where to take action. Ongoing, active participation from customers, as well as clients and consultancy, will lead to more proactive communication, meaning brand longevity.
Applying C.H.E.M.
When you put the C.H.E.M. model to work, you can benefit from greater control over brand development, communications, advertising, public relations, web marketing, personal selling, service, and more.
Begin to apply C.H.E.M. now to move your brand forward...fast
• Define both a quality offering and a quality experience
• Understand what positive brand associations you can create
• Learn what your brand really stands for – and the attitude it projects
• Shift from brand memorability to brand loyalty
Health science and technology brands make personal connections with consumers beyond that of many other products. This connection goes beyond mere advertising. Marketers must create brands, experiences, and relationships that embody the intricate balance between customer needs and business objectives.
This presentation offers a creative innovation model that leverages a concept I call the science of "bio-branding." The model is based on the belief that health science and technology brands require their own scientific methods and tools. It offers valuable lessons for pharmaceutical, diagnostic, and life science marketers. Yet, its principles also can be translated to other specialty and professional market sectors.
The goal of the innovation model is to captivate customers in ways that go beyond traditional “interruptive assumptions” of advertising.
Presenting C.H.E.M.
In this presentation, I will share a high-level summary of conclusions from:
• Literature review of major academic journals, trade publications, and branding books
• Market research findings from 36 U.S. and Global launch programs
• Experience with more than 100 different brands developed and/or supported by our consultancy
The result of this research and experience is a brand innovation tool with a memorable acronym – C.H.E.M.
By applying the tool, a marketer can truly create brand CHEMistry with your customers.
Overview of C.H.E.M.
C = Connect
Purpose: Fit in their world, not try to disrupt it.
Action: Identify your true target audience(s). Then determine how to connect with these individuals through meaningful and relevant messaging. This connection is the start to the most effective brand efforts.
H = Honest
Purpose: Utilize your best data, not distort it.
Action: An honest information exchange allows external points of view into a discussion and enables your audience to open up and share their issues, concerns, or complaints. This allows true understanding of the customers’ circumstances. By initiating the conversation, then listening, you create an open and honest dialogue and valuable customer response. In this step, also examine claims to ensure the most accurate data is presented.
E = Easy
Purpose: Simplify communications, not make it more difficult.
Action: Not only ensure that your customer materials are easy to read and understand, but also introduce “easy” potential solutions relevant to the customers’ needs. Helping customers understand the value of your solution and how it positively relates to them, creates positive associations and brand loyalty.
M = Motivate
Purpose: Show customers how to take action, not demand it.
Action: Encourage action by offering your audience a clear, simple first step toward a goal in every communication. This step ensures you show how and where to take action. Ongoing, active participation from customers, as well as clients and consultancy, will lead to more proactive communication, meaning brand longevity.
Applying C.H.E.M.
When you put the C.H.E.M. model to work, you can benefit from greater control over brand development, communications, advertising, public relations, web marketing, personal selling, service, and more.
Begin to apply C.H.E.M. now to move your brand forward...fast
• Define both a quality offering and a quality experience
• Understand what positive brand associations you can create
• Learn what your brand really stands for – and the attitude it projects
• Shift from brand memorability to brand loyalty
Wednesday, September 24, 2008
Preparation for the Asia Brand Congress talk
Tomorrow, I’m presenting to Asia Brand Congress delegates from 70 countries. I’m told the delegate profile is:
• 20% Chief Executive Officers/Business Unit Heads
• 5% Consultants
• 15% Brand Custodians/ Product Managers
• 15% Advertising and PR professionals
• 45% Marketing Heads
The chair of the Congress is Sunil Lulla. Sunil is a Director and Group Chief Executive Officer of Alva Brothers. Its subsidiaries include Miditech Productions, India's 2nd largest content production house, and Entertainment Broadcasting Network, a joint venture with Turner International. Sunil has extensive experience in building brands and businesses in media, entertainment, technology and broadcast news. Sunil built MTV to a #1 position in India. He has worked with J Walter Thompson, a leading global advertising agency, in senior positions in India, China & Taiwan. He recently helped start up Times Now, India's leading 24-hour English news channel.
My fellow panel members are:
• Sunder Hemrajani, CEO, Times Innovative Media Ltd., a leading player in the out-of-home media business in India. He has over 25 years of experience in sales, marketing and general management functions in leading consumer goods companies like PepsiCo, Whirlpool, and Hindustan Lever.
• Kishore Pillai, Department of Marketing, Leeds University Business School. Dr. Pillai lectures on marketing, marketing strategy, marketing research, and international marketing. His research focuses on consumer knowledge, knowledge calibration, business-to-business relationships and business networks. His research has been published in International Journal of Research in Marketing, Journal of Business Research, Industrial Marketing Management, and the Journal of Strategic Marketing, among others.
• Richard Ettenson, Associate Professor of Global Marketing, Global Business Faculty, Thunderbird School of Global Management. His areas of expertise include brand building excellence, global brand strategy, and international marketing strategy. Professor Ettenson is also a Senior Partner in Type2 Consulting, a top echelon brand consultancy based in New York City. He has delivered brand strategy programs to senior executives from a wide range of world class global enterprises, including American Express, McDonalds, Intel, LG Electronics, Honeywell, Bayer, Dow Chemical, BP, Delta Airlines, Best Western, Briggs & Stratton, Brasil Telecom, China Telecom, Acer Computers, and the Danone Group.
• 20% Chief Executive Officers/Business Unit Heads
• 5% Consultants
• 15% Brand Custodians/ Product Managers
• 15% Advertising and PR professionals
• 45% Marketing Heads
The chair of the Congress is Sunil Lulla. Sunil is a Director and Group Chief Executive Officer of Alva Brothers. Its subsidiaries include Miditech Productions, India's 2nd largest content production house, and Entertainment Broadcasting Network, a joint venture with Turner International. Sunil has extensive experience in building brands and businesses in media, entertainment, technology and broadcast news. Sunil built MTV to a #1 position in India. He has worked with J Walter Thompson, a leading global advertising agency, in senior positions in India, China & Taiwan. He recently helped start up Times Now, India's leading 24-hour English news channel.
My fellow panel members are:
• Sunder Hemrajani, CEO, Times Innovative Media Ltd., a leading player in the out-of-home media business in India. He has over 25 years of experience in sales, marketing and general management functions in leading consumer goods companies like PepsiCo, Whirlpool, and Hindustan Lever.
• Kishore Pillai, Department of Marketing, Leeds University Business School. Dr. Pillai lectures on marketing, marketing strategy, marketing research, and international marketing. His research focuses on consumer knowledge, knowledge calibration, business-to-business relationships and business networks. His research has been published in International Journal of Research in Marketing, Journal of Business Research, Industrial Marketing Management, and the Journal of Strategic Marketing, among others.
• Richard Ettenson, Associate Professor of Global Marketing, Global Business Faculty, Thunderbird School of Global Management. His areas of expertise include brand building excellence, global brand strategy, and international marketing strategy. Professor Ettenson is also a Senior Partner in Type2 Consulting, a top echelon brand consultancy based in New York City. He has delivered brand strategy programs to senior executives from a wide range of world class global enterprises, including American Express, McDonalds, Intel, LG Electronics, Honeywell, Bayer, Dow Chemical, BP, Delta Airlines, Best Western, Briggs & Stratton, Brasil Telecom, China Telecom, Acer Computers, and the Danone Group.
Tuesday, September 23, 2008
The Gateway to India -- and the 21st century global economy
We enjoyed our first day in Mumbai, the commercial capital of India. Mumbai is the capital of Maharastra state and of the four great cities in India, Mumbai is said to be the most cosmopolitan. You can tell by the bustling business center, it is spearheading India's move into competition on the global economic stage. Even our guide observed that the advantage India has over China is their greater knowledge and use of English language.
Our afternoon city tour took us across the city to view the heritage buildings, with their combination of Hindu, Muslim, British, and Gothic influences. It's an architectural view like no other -- and surrounded by the relative plainness of newer structures, it's quite striking.
The Gateway of India is the equivalent of the Statue of Liberty -- built during the period 1924-1927 to commemorate the visit to India of King George V of England. The Victoria Terminus train station is a most beautiful and imposing building; some 3 million transit riders pass through every day.
Surely a highlight for us was a visit to the Ghandi Museum, once a private home where he visited during his stays in Bombay. To be able to walk out on the balcony where Mahatma Ghandi once stood was a moving experience.
On the business side, we visited "pharma row" where most of the internationally known companies are located. And we've scheduled a few visits with health science and technology marketers for later in week. I'll keep you posted.
Our afternoon city tour took us across the city to view the heritage buildings, with their combination of Hindu, Muslim, British, and Gothic influences. It's an architectural view like no other -- and surrounded by the relative plainness of newer structures, it's quite striking.
The Gateway of India is the equivalent of the Statue of Liberty -- built during the period 1924-1927 to commemorate the visit to India of King George V of England. The Victoria Terminus train station is a most beautiful and imposing building; some 3 million transit riders pass through every day.
Surely a highlight for us was a visit to the Ghandi Museum, once a private home where he visited during his stays in Bombay. To be able to walk out on the balcony where Mahatma Ghandi once stood was a moving experience.
On the business side, we visited "pharma row" where most of the internationally known companies are located. And we've scheduled a few visits with health science and technology marketers for later in week. I'll keep you posted.
Monday, September 22, 2008
Unleash the Emotional Appeal of Your Product
In her recent blog posting, Columbia Business School professor Rita McGrath advises, “Competitors can copy your technology and match your pricing, but your emotional connection to customers will remain a strong differentiator.”
You can read her thoughts at http://discussionleader.hbsp.com/mcgrath/2008/08/unleash-emotion.html?cm_mmc=npv-_-LISTSERV-_-AUG_2008-_-SALESMKTG
This is an important reason our ForwardFast model highlights “Brand Attitude” as an important attribute.
So what do you think? What are your favorite examples of a product that brings on an emotional appeal?
(I’m in Mumbai this week for the Asia Brand Summit. A photo and entry will be posted tomorrow.)
You can read her thoughts at http://discussionleader.hbsp.com/mcgrath/2008/08/unleash-emotion.html?cm_mmc=npv-_-LISTSERV-_-AUG_2008-_-SALESMKTG
This is an important reason our ForwardFast model highlights “Brand Attitude” as an important attribute.
So what do you think? What are your favorite examples of a product that brings on an emotional appeal?
(I’m in Mumbai this week for the Asia Brand Summit. A photo and entry will be posted tomorrow.)
Saturday, September 20, 2008
New BusinessWeek Site centered around topic pages
BusinessWeek is about to introduce a new site combining elements of verticals, aggregation, user-generated content, popularity rankings and even something resembling social networks – in ways intended to capture new readers and channel them into niches that will attract advertisers.
It’s called Business Exchange, and after two years of hush-hush development (and a beta site that’s been up), it goes live any day now, accessed at www.businessweek.com
This approach to the fast-evolving digital world promises to experiment in expanding its audiences while other publications are doing little more than posting articles online. A few other magazines and newspapers are serious about building verticals, but they tend to warily defend control of online audiences and content.
Not Business Exchange.
Each Business Exchange topic page will link to articles and blogs at countless other sources – including its competitors – with the contents updated automatically by a Web crawler.
Another cool feature on Business Exchange I’ve read about it that a user can post new material to a topic page (or even create a new page) by choosing the subject and the title, and then writing a brief introductory description. While this may not seem like a world-shattering idea in the wiki era, it is for a mainstream publication.
And there’s more for LinkedIn users. A reader can create a network among other readers and import information from a LinkedIn account. It can track the user’s reading and posting habits.
Through the topic pages and profiles, BusinessWeek hopes to be able to deliver narrowly focused audiences to narrowly focused brand advertisers – and even let the brand marketers learn who the potential brand ambassadors are.
(I’m en route to Mumbai for the Asia Brand Summit. Stay tuned for updates.)
It’s called Business Exchange, and after two years of hush-hush development (and a beta site that’s been up), it goes live any day now, accessed at www.businessweek.com
This approach to the fast-evolving digital world promises to experiment in expanding its audiences while other publications are doing little more than posting articles online. A few other magazines and newspapers are serious about building verticals, but they tend to warily defend control of online audiences and content.
Not Business Exchange.
Each Business Exchange topic page will link to articles and blogs at countless other sources – including its competitors – with the contents updated automatically by a Web crawler.
Another cool feature on Business Exchange I’ve read about it that a user can post new material to a topic page (or even create a new page) by choosing the subject and the title, and then writing a brief introductory description. While this may not seem like a world-shattering idea in the wiki era, it is for a mainstream publication.
And there’s more for LinkedIn users. A reader can create a network among other readers and import information from a LinkedIn account. It can track the user’s reading and posting habits.
Through the topic pages and profiles, BusinessWeek hopes to be able to deliver narrowly focused audiences to narrowly focused brand advertisers – and even let the brand marketers learn who the potential brand ambassadors are.
(I’m en route to Mumbai for the Asia Brand Summit. Stay tuned for updates.)
Friday, September 19, 2008
The new season of “Conversations at The Carter Center”
Last night, I met with Susie Hubbard of the Carter Center, where I am a member of the Ambassadors Circle.
Susie shared with me the many important efforts of former President Jimmy Carter and former First Lady Rosalynn Carter.
Here’s an overview of the the upcoming season of a special program “Conversations at The Carter Center” that begins next week. It includes a Conversation on how to restore the positive human rights reputation of the United States, a look at the Carter Center's work to eradicate Guinea worm disease, standards for democratic elections, and the stigma surrounding mental illness.
All Conversations will be webcast live and archived on the Carter Center's Web site, www.cartercenter.org
A Conversation with the Carters
Tuesday, September 23, 2008, 7-8:30 p.m.
Former U.S. President Jimmy Carter and his wife, Rosalynn, will discuss current initiatives at The Carter Center and their recent activities. This event will be moderated by Carter Center CEO Dr. John Hardman.
Restoring Rights and Rules: A New Human Rights Agenda for the United States
Wednesday, Dec. 3, 2008, 7-8:30 p.m.
The U.S. human rights record has been greatly tarnished by Guantanamo Bay, Abu Ghraib, and other events during recent years. Join human rights defenders from around the world and former U.S. President Jimmy Carter as they discuss how the next administration can restore the reputation of the United States on human rights.
Zeroing In On Guinea Worm Disease
Thursday, January 15, 2009, 7-8:30 p.m.
Guinea worm, a debilitating disease that causes severe pain and economic hardship and once plagued millions of people in Africa and Asia, is poised to be the first parasitic disease eradicated in human history. Since 1986, The Carter Center has spearheaded the international Guinea worm eradication campaign. A panel of experts will discuss the journey toward this amazing public health achievement and the strategy to reach zero cases of the disease.
Beyond Free and Fair
Wednesday, Feb. 25, 2009, 7-8:30 p.m.
Hear from leaders of international election observation organizations as they discuss witnessing elections in countries emerging from warfare or under threat of new conflict. Recent and upcoming election projects will be analyzed as well as emerging standards for credible elections, a project spearheaded by The Carter Center. Panelists include Ammar Dwaik; former chief electoral officer of the Palestinian Central Election Commission; Ambassador Christian Strohal, permanent representative of Austria to the United Nations and specialized agencies in Geneva and former director of the Office of Democratic Institutions and Human Rights; and Denis Kadima, executive director of the Electoral Institute of South Africa.
Mental Illnesses: Myths and Realities
Thursday, April 16, 2009, 7-8:30 p.m.
Webcast only.
Mental illnesses are shrouded in mystery and misconception, which can lead to stigma and discrimination toward those affected. A panel of experts will discuss the nature of mental illnesses, who gets them, and what everyone can do about a problem that impacts one in four Americans each year. This event will also explore the realities of people living successfully with mental illnesses. Watch the event live online.
Susie shared with me the many important efforts of former President Jimmy Carter and former First Lady Rosalynn Carter.
Here’s an overview of the the upcoming season of a special program “Conversations at The Carter Center” that begins next week. It includes a Conversation on how to restore the positive human rights reputation of the United States, a look at the Carter Center's work to eradicate Guinea worm disease, standards for democratic elections, and the stigma surrounding mental illness.
All Conversations will be webcast live and archived on the Carter Center's Web site, www.cartercenter.org
A Conversation with the Carters
Tuesday, September 23, 2008, 7-8:30 p.m.
Former U.S. President Jimmy Carter and his wife, Rosalynn, will discuss current initiatives at The Carter Center and their recent activities. This event will be moderated by Carter Center CEO Dr. John Hardman.
Restoring Rights and Rules: A New Human Rights Agenda for the United States
Wednesday, Dec. 3, 2008, 7-8:30 p.m.
The U.S. human rights record has been greatly tarnished by Guantanamo Bay, Abu Ghraib, and other events during recent years. Join human rights defenders from around the world and former U.S. President Jimmy Carter as they discuss how the next administration can restore the reputation of the United States on human rights.
Zeroing In On Guinea Worm Disease
Thursday, January 15, 2009, 7-8:30 p.m.
Guinea worm, a debilitating disease that causes severe pain and economic hardship and once plagued millions of people in Africa and Asia, is poised to be the first parasitic disease eradicated in human history. Since 1986, The Carter Center has spearheaded the international Guinea worm eradication campaign. A panel of experts will discuss the journey toward this amazing public health achievement and the strategy to reach zero cases of the disease.
Beyond Free and Fair
Wednesday, Feb. 25, 2009, 7-8:30 p.m.
Hear from leaders of international election observation organizations as they discuss witnessing elections in countries emerging from warfare or under threat of new conflict. Recent and upcoming election projects will be analyzed as well as emerging standards for credible elections, a project spearheaded by The Carter Center. Panelists include Ammar Dwaik; former chief electoral officer of the Palestinian Central Election Commission; Ambassador Christian Strohal, permanent representative of Austria to the United Nations and specialized agencies in Geneva and former director of the Office of Democratic Institutions and Human Rights; and Denis Kadima, executive director of the Electoral Institute of South Africa.
Mental Illnesses: Myths and Realities
Thursday, April 16, 2009, 7-8:30 p.m.
Webcast only.
Mental illnesses are shrouded in mystery and misconception, which can lead to stigma and discrimination toward those affected. A panel of experts will discuss the nature of mental illnesses, who gets them, and what everyone can do about a problem that impacts one in four Americans each year. This event will also explore the realities of people living successfully with mental illnesses. Watch the event live online.
Thursday, September 18, 2008
Pharma Life Cycle Management
I recently replied to a question from Giovanni Girgenti, a product manager at Abbott in Rome Italy. He manages Klacid and recently launched Tiorfix and Sinifev.
Giovanni wanted to discuss the latest developments affecting pharmaceutical Life Cycle Management strategies.
He is responsible for next generation products, product enhancements to meet market needs, and new products through the local product release cycle. He works closely with the business development team and continuously monitors market needs and customer acceptance through sales force contact, customer visits, attending key congresses and meetings, and conducting market research for both primary and secondary care. Plus, he is analyzing competitive products and incorporate competitive strategies into promotional and product development plan feedback to stay ahead of the competition.
In my comments, I offered the following:
In my experience, there are indeed best practices for life cycle management – in order to build a more sustainable market position and greater market penetration through stronger demand.
First, consider the main reasons for managing the life cycle:
- rediscover the potential of underpromoted brands
- reinvigorate and grow products
- rethink in-licensed products
- retool for new indications/uses
- reorganize product marketing post-merger
- reconsider approach to new channels
Many practices are the same as launch, but obviously you can’t erase previous exposure. The rocket can’t simply be put back on the launch pad. One must reanalyze what worked and what must be improved.
One method we use is the “Forward.Fast.®” branding model. You look at six main areas of the brand to determine the rebranding improvements:
1. Likeability – what elements of the product and branding are attracting customers?
2. Logo – is the name, symbol, font, design appealing – and can it be sustained in an extended life cycle?
3. Quality Offering – are the main attributes of the brand simple and easy to understand?
4. Associations – what is the brand connected with, and if it’s right, could it be strengthened?
5. Attitude – consider the tone of the package design, campaign copy, delivery system.
6. Quality Experience – this is the newest and strongest area that many marketers are learning needs attention; does the experience of buying, using, and servicing the product match your brand – and can it be elevated?
Finally, remember to look at more than just the “product” in life cycle planning. Consider all the other Marketing Ps:
- Place (distribution)
- Price (contracts, incentives)
- Promotion (unique channels)
- Packaging (novel, convenient)
- Put-ups (sizes, kits, bundles)
- Personal support (services offerings)
- Professional development (education, training, certification)
I’ve just published a new business book entitled " FORWARD.FAST.: THE 6-STEP MODEL TO ACCELERATE YOUR HEALTH SCIENCE AND TECHNOLOGY BRAND." You can read about it, and even download a free preview chapter, at www.Forward-Fast.com
Giovanni wanted to discuss the latest developments affecting pharmaceutical Life Cycle Management strategies.
He is responsible for next generation products, product enhancements to meet market needs, and new products through the local product release cycle. He works closely with the business development team and continuously monitors market needs and customer acceptance through sales force contact, customer visits, attending key congresses and meetings, and conducting market research for both primary and secondary care. Plus, he is analyzing competitive products and incorporate competitive strategies into promotional and product development plan feedback to stay ahead of the competition.
In my comments, I offered the following:
In my experience, there are indeed best practices for life cycle management – in order to build a more sustainable market position and greater market penetration through stronger demand.
First, consider the main reasons for managing the life cycle:
- rediscover the potential of underpromoted brands
- reinvigorate and grow products
- rethink in-licensed products
- retool for new indications/uses
- reorganize product marketing post-merger
- reconsider approach to new channels
Many practices are the same as launch, but obviously you can’t erase previous exposure. The rocket can’t simply be put back on the launch pad. One must reanalyze what worked and what must be improved.
One method we use is the “Forward.Fast.®” branding model. You look at six main areas of the brand to determine the rebranding improvements:
1. Likeability – what elements of the product and branding are attracting customers?
2. Logo – is the name, symbol, font, design appealing – and can it be sustained in an extended life cycle?
3. Quality Offering – are the main attributes of the brand simple and easy to understand?
4. Associations – what is the brand connected with, and if it’s right, could it be strengthened?
5. Attitude – consider the tone of the package design, campaign copy, delivery system.
6. Quality Experience – this is the newest and strongest area that many marketers are learning needs attention; does the experience of buying, using, and servicing the product match your brand – and can it be elevated?
Finally, remember to look at more than just the “product” in life cycle planning. Consider all the other Marketing Ps:
- Place (distribution)
- Price (contracts, incentives)
- Promotion (unique channels)
- Packaging (novel, convenient)
- Put-ups (sizes, kits, bundles)
- Personal support (services offerings)
- Professional development (education, training, certification)
I’ve just published a new business book entitled " FORWARD.FAST.: THE 6-STEP MODEL TO ACCELERATE YOUR HEALTH SCIENCE AND TECHNOLOGY BRAND." You can read about it, and even download a free preview chapter, at www.Forward-Fast.com
Wednesday, September 17, 2008
Shreveport native William Joyce named winner of the 2008 Louisiana Writer Award.
He’s an Emmy-winning author and illustrator of children's books – and he’s also my friend from junior high and high school in Shreveport – and now Bill Joyce is being honored as winner of this year’s Louisiana Writer Award.
Bill will receive the award from the Louisiana Center for the Book in the State Library of Louisiana for his contributions to the state's literary heritage.
He has been hailed by Newsweek as one of the top 100 people to watch in the new millennium.
Bill wrote his first book in the fourth grade and has since produced classics loved by both children and adults – including "George Shrinks," "Santa Calls," "Dinosaur Bob and His Adventures with the Family Lazardo," "The Leaf Men and the Brave Good Bugs" and "A Day with Wilbur Robinson."
He has won three Emmys for his popular children's show "William Joyce's Role Polie Olie," a Disney animated series.
His illustrations have appeared on the cover of The New Yorker, and his paintings are displayed at museums and art galleries nationwide.
Bill will be honored on October 4 during the sixth annual Louisiana Book Festival.
Congratulations, Bill.
View a sampling of his work at http://www.williamjoyce.com/
Bill will receive the award from the Louisiana Center for the Book in the State Library of Louisiana for his contributions to the state's literary heritage.
He has been hailed by Newsweek as one of the top 100 people to watch in the new millennium.
Bill wrote his first book in the fourth grade and has since produced classics loved by both children and adults – including "George Shrinks," "Santa Calls," "Dinosaur Bob and His Adventures with the Family Lazardo," "The Leaf Men and the Brave Good Bugs" and "A Day with Wilbur Robinson."
He has won three Emmys for his popular children's show "William Joyce's Role Polie Olie," a Disney animated series.
His illustrations have appeared on the cover of The New Yorker, and his paintings are displayed at museums and art galleries nationwide.
Bill will be honored on October 4 during the sixth annual Louisiana Book Festival.
Congratulations, Bill.
View a sampling of his work at http://www.williamjoyce.com/
Tuesday, September 16, 2008
Mortgage Market Collapse Threatens Nation's Banner Ad Industry
Here’s a great commentary from my favorite paper – The Onion.
With the mortgage market reeling from massive loan defaults, analysts are now predicting disaster for the banner ad industry.
"Those eye-catching dancing motions on our nation's web pages are in dire jeopardy," said editor Brian Weingrad of the industry trade publication Banner AdWeek on Monday. "The reassuring sight of a smiling African-American woman jumping up and down and screaming with excitement could soon be a thing of the past."
The collapse is considered the worst crisis in online business since the Great Flash Animation Shortage of 2003 nearly wiped out that year's pop-up crop.
With the mortgage market reeling from massive loan defaults, analysts are now predicting disaster for the banner ad industry.
"Those eye-catching dancing motions on our nation's web pages are in dire jeopardy," said editor Brian Weingrad of the industry trade publication Banner AdWeek on Monday. "The reassuring sight of a smiling African-American woman jumping up and down and screaming with excitement could soon be a thing of the past."
The collapse is considered the worst crisis in online business since the Great Flash Animation Shortage of 2003 nearly wiped out that year's pop-up crop.
Monday, September 15, 2008
"Whatever Martha!"
Tomorrow, the Fine Living channel unveils a new comedy series built around a provocative premise: mocking Ms. Stewart.
For a half hour, two hosts will critique — in “candid and often acerbic” language, according to the channel — old clips from her 1990s cooking and craft show.
While Martha Stewart may not be widely known for her sense of humor, she is in on this joke. In fact, she created it.
She says she dreamed up the premise after watching reruns of “Mystery Science Theater 3000.” That series, produced from 1988 to 1999, delivered sarcastic commentary about old horror movies and blossomed into a cable cult hit (a cult my son was a willing member of).
For a half hour, two hosts will critique — in “candid and often acerbic” language, according to the channel — old clips from her 1990s cooking and craft show.
While Martha Stewart may not be widely known for her sense of humor, she is in on this joke. In fact, she created it.
She says she dreamed up the premise after watching reruns of “Mystery Science Theater 3000.” That series, produced from 1988 to 1999, delivered sarcastic commentary about old horror movies and blossomed into a cable cult hit (a cult my son was a willing member of).
Sunday, September 14, 2008
Caffeinate-to-Innovate: How Starbuck’s is Getting Back Mojo with “My Starbuck’s Idea.”
Here’s a great story shared with me from my friend Gerald Haman in the monthly “Innovators’ Digest”.
A year ago, a leaked memo from Starbuck's founder Howard Schultz was a clarion call for change. The subject line of the memo was "the commoditization of our brand. Stores no longer have the soul of the past and reflect a chain of stores vs. the warm feeling of a neighborhood store."
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The good news is that Starbuck's has begun a new effort to reconnect customers with the original culture. They've launched "My Starbuck's Idea" – a website that invites consumers to help shape the future of Starbuck's by sharing their ideas.
The site has an engaging promise. Share. Discuss. Vote. And see. The "see" is the critical element – Starbuck's is actually putting the ideas into action. What's more, all ideas have an equal chance in the marketplace because each idea is voted on by the public.
The ideas from the public are percolating.
Here's a recent idea that made the most "popular" list with 23,230 points: (votes) "I work at home as a remote employee. There have been many times that I have wanted to treat a co-worker to a Starbucks for helping me out on a project, or just to brighten their day. Wouldn't it be neat if you could purchase a drink for someone via the Starbucks web site? The recipient gets an email stating, for example, "Suzanne bought you a drink!" The recipient prints the email (with a barcode) and takes it to their nearest Starbucks to redeem."
Another simple idea received over 29,000 points. "For the iced coffee drinks. Make them with ice cubes made from coffee. This way the coffee does not become diluted and tastes so much better all the way to the bottom of the cup!"
The thousands of ideas so far range from creating healthier drinks and food choices to avant-garde ways to enhance the "in store" experience. The real mojo is that Starbuck's is once again becoming an idea driven company and it is inviting customers to be involved. Thousands of ideas are pouring in and it's a win-win for Starbucks. Customers are getting a voice and the company is getting a nation-wide marketing department.
QUESTIONATE:
1. How might you make your customers a loyal part of your marketing team?
2. What might be some smart ways to get ideas for your company?
3. How might you create better experiences that turn customers into true evangelists?
Check it out. http://mystarbucksidea.force.com
Gerald “Solutionman” Haman invites you and your team to join him and his Certified Innovation Coaches for two powerful days of training that accelerates innovation and unleashes your full creative potential. Make plans to attend one of these upcoming 2008 public workshops:
Chicago: Oct. 13-14, Nov. 17-18 & Dec. 11-12
Washington, DC-Arlington, VA: Sept. 18-19
New York City: Nov. 13-14
Dallas: Oct. 20-21
Learn more at http://solutionpeople.com/training.htm
A year ago, a leaked memo from Starbuck's founder Howard Schultz was a clarion call for change. The subject line of the memo was "the commoditization of our brand. Stores no longer have the soul of the past and reflect a chain of stores vs. the warm feeling of a neighborhood store."
.JPG)
The good news is that Starbuck's has begun a new effort to reconnect customers with the original culture. They've launched "My Starbuck's Idea" – a website that invites consumers to help shape the future of Starbuck's by sharing their ideas.
The site has an engaging promise. Share. Discuss. Vote. And see. The "see" is the critical element – Starbuck's is actually putting the ideas into action. What's more, all ideas have an equal chance in the marketplace because each idea is voted on by the public.
The ideas from the public are percolating.
Here's a recent idea that made the most "popular" list with 23,230 points: (votes) "I work at home as a remote employee. There have been many times that I have wanted to treat a co-worker to a Starbucks for helping me out on a project, or just to brighten their day. Wouldn't it be neat if you could purchase a drink for someone via the Starbucks web site? The recipient gets an email stating, for example, "Suzanne bought you a drink!" The recipient prints the email (with a barcode) and takes it to their nearest Starbucks to redeem."
Another simple idea received over 29,000 points. "For the iced coffee drinks. Make them with ice cubes made from coffee. This way the coffee does not become diluted and tastes so much better all the way to the bottom of the cup!"
The thousands of ideas so far range from creating healthier drinks and food choices to avant-garde ways to enhance the "in store" experience. The real mojo is that Starbuck's is once again becoming an idea driven company and it is inviting customers to be involved. Thousands of ideas are pouring in and it's a win-win for Starbucks. Customers are getting a voice and the company is getting a nation-wide marketing department.
QUESTIONATE:
1. How might you make your customers a loyal part of your marketing team?
2. What might be some smart ways to get ideas for your company?
3. How might you create better experiences that turn customers into true evangelists?
Check it out. http://mystarbucksidea.force.com
Gerald “Solutionman” Haman invites you and your team to join him and his Certified Innovation Coaches for two powerful days of training that accelerates innovation and unleashes your full creative potential. Make plans to attend one of these upcoming 2008 public workshops:
Chicago: Oct. 13-14, Nov. 17-18 & Dec. 11-12
Washington, DC-Arlington, VA: Sept. 18-19
New York City: Nov. 13-14
Dallas: Oct. 20-21
Learn more at http://solutionpeople.com/training.htm
Saturday, September 13, 2008
Friday, September 12, 2008
Success by Association
One of the easiest, quickest, and most effective ways to ensure change is to surround yourself with people who will pull you into your future. Look for people who reflect who you want to become. They have accomplished your goal or are well on their way.
Here are some ideas from a connection of mine. Morgana Rae is a master results coach and the creator of Financial Alchemy. She is president of Charmed Life Coaching, a successful life and business coaching company that guides clients to attract more than they chase and to enjoy success without sacrificing their humanity.
Morgana reminds us the importance of who we associate with:
• Want to lose weight and get healthy?
Make friends with people who eat healthy and work out.
• Want to increase your sales?
Hang out with people who are great at sales.
• Want more inner peace?
Spend time with peaceful friends.
• Want to be a millionaire?
Get yourself into a group of millionaires.
• Would you like to be a kinder, happier person?
Find yourself some kind, happy people.
Consider joining a charity.
And this is key, she says – also celebrate the successes of your friends! Their success shows you that you are getting closer. The more successful your friends are, the more successful you will be too!
Why does this work? What is around you becomes more real, more normal. You start to think like your comrades. A community of people who are what you want to become creates an energetic momentum that carries you forward. This new reality becomes imprinted in your unconscious. You are moving forward even when you are not consciously "working" at it.
I share the same invitation to you Morgana gave to me: Notice where you spend your time. How can you surround yourself with people who will help you move forward? Learn more atwww.abundanceandprosperity.com
"The greatest genius will never be worth much if he pretends to draw exclusively from his own resources." --Johann Wolfgang von Goethe
Here are some ideas from a connection of mine. Morgana Rae is a master results coach and the creator of Financial Alchemy. She is president of Charmed Life Coaching, a successful life and business coaching company that guides clients to attract more than they chase and to enjoy success without sacrificing their humanity.
Morgana reminds us the importance of who we associate with:
• Want to lose weight and get healthy?
Make friends with people who eat healthy and work out.
• Want to increase your sales?
Hang out with people who are great at sales.
• Want more inner peace?
Spend time with peaceful friends.
• Want to be a millionaire?
Get yourself into a group of millionaires.
• Would you like to be a kinder, happier person?
Find yourself some kind, happy people.
Consider joining a charity.
And this is key, she says – also celebrate the successes of your friends! Their success shows you that you are getting closer. The more successful your friends are, the more successful you will be too!
Why does this work? What is around you becomes more real, more normal. You start to think like your comrades. A community of people who are what you want to become creates an energetic momentum that carries you forward. This new reality becomes imprinted in your unconscious. You are moving forward even when you are not consciously "working" at it.
I share the same invitation to you Morgana gave to me: Notice where you spend your time. How can you surround yourself with people who will help you move forward? Learn more atwww.abundanceandprosperity.com
"The greatest genius will never be worth much if he pretends to draw exclusively from his own resources." --Johann Wolfgang von Goethe
Thursday, September 11, 2008
Wednesday, September 10, 2008
Dedicate your brand to something that matters
I was recently moved by the words in an ad campaign from Iona College in New Rochelle, NY. Clearly, the message is to recruit students, yet it could also be a call for a more meaningful mission for all of us marketers in health science branding.
Be inspired.
Inspired others.
Learn.
Share knowledge.
Follow in big footsteps.
Make your own.
Be part of the chain.
Matter.
Find your element.
Rise above.
Do what you love.
Have your own style.
Look for an opening.
Take a shot.
Make a splash.
Matter.
See the TV commercial at http://www.iona.edu/movieWindow.cfm
Be inspired.
Inspired others.
Learn.
Share knowledge.
Follow in big footsteps.
Make your own.
Be part of the chain.
Matter.
Find your element.
Rise above.
Do what you love.
Have your own style.
Look for an opening.
Take a shot.
Make a splash.
Matter.
See the TV commercial at http://www.iona.edu/movieWindow.cfm
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