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Advice You - Marketing Masturbation: Branding Not to Win
There is a single fundamental truth in branding that is true regardless of industry, company, or product: IN ORDER TO BE SUCCESSFUL, YOU MUST BE WILLING TO WIN. This may sound ridiculous to say but, there are many occasions when we come across brands where the brand man
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
agers, VP’s of Marketing, CEO’s, and even members of the Board of Directors are more attached to their own preconceived notions and ideas about what they think the brand should be than in winning. Their hidden desire often times, is to hire a strategic branding and want
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ng them to say that they are doing everything correct. The great Vince Lombardi once said, “Winning isn’t everything, but the will to win is everything.” Meaning, if a company, team, or individual does not have the will to win, they will never be able to win.
M
M
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
rketing Masturbation
Marketing masturbation is the practice of companies marketing and branding their products and services on the basis of self-gratification. That is, marketing and branding from only the perspective of the company. This kind of branding and
Marketing masturbation is the practice of companies marketing and branding their products and services on the basis of self-gratification. That is, marketing and branding from only the perspective of the company. This kind of branding and
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
marketing is based on what the company believes to be true about the product or service often without any regard of what the consumer believes to be true. Once branded, these product and service offerings are held up as sacred cows, not to be touched in any way. Any pr
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
blems with sales, margins, or awareness could never be caused by these kinds of products or services; it is always a problem with the sales force, ad agency, or market conditions - not the brand itself. However, that is hardly ever the truth.
Married to the St
Married to the St
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
tus Quo
The real issue for companies focused on maintaining the status quo is in not having the desire to win. Many times, corporate executive are “married” to the brands they have helped to create and believe that their “baby” can handle things just fine as i
The real issue for companies focused on maintaining the status quo is in not having the desire to win. Many times, corporate executive are “married” to the brands they have helped to create and believe that their “baby” can handle things just fine as i
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
is. Having a brand firm, or anyone else for that matter, tell one of these executives there is a problem with their brand is akin to telling a mother she has homely children. However, in order for a brand to be as successful as possible and actually mean something in
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
he eyes of the consumer, executives must be willing to admit that they may have “homely children.”
Being receptive to the idea that a company may have a brand problem is really the first and most difficult step to grabbing market share, increasing margins, and making mo
Being receptive to the idea that a company may have a brand problem is really the first and most difficult step to grabbing market share, increasing margins, and making mo
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
e money. Once this issue is out of the way, a meaningful, actionable, and comprehensive strategy can be formulated. It does not come from the boardroom or the marketing manager’s office; it comes out of the belief sets of the consumer. When the target market sees a br
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
nd they should see a reflection of who they believe they are, not what the company believes the consumer is.
Ask the Consumer
The only way to get this kind of information is through comprehensive and projectable research. Researching the target market
Ask the Consumer
The only way to get this kind of information is through comprehensive and projectable research. Researching the target market
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
, the competitive set, and even the internal views and opinions of personnel from within the company allow the brand to be robust and meaningful to all those who interact with it. This is not the typical usage and attitude kind of research that so many marketers and bra
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ding companies have come to rely on. In order to get down to the primary decision drivers, a different kind of research must be done, one that examines the preceptual fabric that helps each and every one of us measure all of our decisions, from what we decide to wear to
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
work each morning to where we go to lunch to which laundry detergent we buy. Once uncovered, the promise of the brand can be aligned with the most meaningful precepts (beliefs) so that the target market now sees a reflection of them in the brand.
Building a Bet
Building a Bet
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
er Mousetrap Does Not Ensure Success
In order to win, it is not imperative that we build a better mousetrap - efficacy, price, or product attributes should not be the only factors in the consumer decision-making process. The best, most successful products and
In order to win, it is not imperative that we build a better mousetrap - efficacy, price, or product attributes should not be the only factors in the consumer decision-making process. The best, most successful products and
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
services give consumers something more germinal to base their decisions on.
Take beer for example. There are dozens of beer brands that are crammed onto the shelves at the local grocery. If you ask a beer drinker why they prefer a certain brand of beer the most likely
Take beer for example. There are dozens of beer brands that are crammed onto the shelves at the local grocery. If you ask a beer drinker why they prefer a certain brand of beer the most likely
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
response would be, “I like the way it tastes.” Certainly no one would drink a beer that they think tastes bad, so logic dictates there must be another reason someone would choose a particular brand of beer. Look at recent beer advertising – little to none of current bee
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
advertising talks about taste. Today’s beer ads are about lifestyle and are attempting to get the target market to associate a particular brand of beer with a particular lifestyle. For example, Miller Lite does it with their “Men of the Square Table” campaign which is
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
all about associating Miller Lite with manliness and Heineken is doing it with their “Night Life” campaign, associating their beer with a fun and cosmopolitan nightlife.
An organization cannot win in stasis. A consumer’s purchasing decisions are not based on what an or
An organization cannot win in stasis. A consumer’s purchasing decisions are not based on what an or
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
anization believes to be true, rather they are based on what the consumer believes to be true. Marketing masturbation will only make a product or service a legend in the minds of the executives who created it, not in the mind of the consumer who is the final arbitrator
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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