Addison Whitney’ is featured in the December edition of PM360 Magazine, with the final 2015 edition of the "Brand Slam" series of articles.
This month’s edition of the “Brand Slam” article series is titled “Seize the Innovative Moments - Branding Today”
A brief passage from the article is below, and if you’d like to read the entire post, you can find it here.
Seize the Innovative Moments - Branding Today
Today, we are seeing breakthroughs—decades in the making—that offer life-altering possibilities. The question is, would you risk that breakthrough never making it to market and never living up to potential by trying to go too far outside of the box when it comes to branding?
The importance of foundational brand strategy practices is a proven crucial aspect in pharmaceutical and healthcare branding. A great brand allows these innovative products to quickly and effectively reach those for which it can have a significant impact.
The foundation for a good brand is built on covering all of the bases. Not only does it meet the required elements for regulatory approval, but it also connects in some way to the product for which it is branding. This is not a one-step process, as it includes buy-in from a number of different areas, including market research, brand strategy and a quality verbal and visual branding team.