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Advice You - Brand Your Business
You may have heard something about ‘branding’ in regards to marketing, but perhaps you’ve wondered what that means exactly.
Sometimes it is better to explain something in relation to something else. That’s what I am going to do – so first I will start with ‘positioning’. You also may have heard that term, but also did not really know what it meant
Sometimes it is better to explain something in relation to something else. That’s what I am going to do – so first I will start with ‘positioning’. You also may have heard that term, but also did not really know what it meant
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
. ‘Positioning’ is a marketing term that means to take a product or service and “position” it in the mind of your prospects/clients by comparing it with or against something already familiar in their minds. Al Reis and Howard Geltzer first published a book about it in the 1970’s.
To give you an idea of positioning, take Avis. Hertz car rental alr
To give you an idea of positioning, take Avis. Hertz car rental alr
; 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
eady had first place in the market. By being first place, they preempted that position. Everyone knew that they were #1. So, Avis, to get any recognition at all, had to position themselves with Hertz, but actually couldn’t take their spot. Do you recall what they did? You got it – “Avis. We try harder.” By positioning themselves as the best se
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
cond runner up, they were able to capitalize on a larger portion of that market.
Some people think branding is like positioning, but it is different. The main difference is that positioning is a fluid concept. In other words, you can position yourself at different times in different markets as different things. Branding is more set in stone- it’s
Some people think branding is like positioning, but it is different. The main difference is that positioning is a fluid concept. In other words, you can position yourself at different times in different markets as different things. Branding is more set in stone- it’s
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
a hard-core recognition factor.
To give you a better idea, the other day one of my subordinates saw a cup of mine with red circles on it. He said it looked like a ‘Target’ cup. That is branding. That red target logo is branded in that person’s mind. He saw it and immediately thought of the chain store.
However, Target is positioned differently
To give you a better idea, the other day one of my subordinates saw a cup of mine with red circles on it. He said it looked like a ‘Target’ cup. That is branding. That red target logo is branded in that person’s mind. He saw it and immediately thought of the chain store.
However, Target is positioned differently
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
– it’s discount chain with good style. Some people even refer to it as ‘Targ?’ – that is positioning. It positions the store with some hoity-toity posh boutique but everyone knows it’s right there with Walmart price wise. Good position.
Branding is more about the following of rules because if you don’t follow those rules, things don’t look the sa
Branding is more about the following of rules because if you don’t follow those rules, things don’t look the sa
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
me and people won’t remember you. What if you changed your body periodically – I mean really changed your body. “Oh, today, I think I’ll be Asian – straight black hair, slanted eyes” – but yesterday you were Caucasian; how do you expect anyone to remember who you are when they see you on the street? It is kind of the same. When you put out your m
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
arketing pieces, you want to create a similar look and feel so that people remember you. And you want that similar look and feel on every thing you put out.
The good thing is that you get to make the rules…colors the same, style of lettering the same, logo etc. And there is some flexibility as long as you follow the rules. You can’t go too far ou
The good thing is that you get to make the rules…colors the same, style of lettering the same, logo etc. And there is some flexibility as long as you follow the rules. You can’t go too far ou
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
t of bounds, but you can change some things within the frame of what others can still recognize.
There was an actual study done by GE (General Electric). They found out that it only takes 22% of their logo for people to recognize. Only 20% of their logo needs to be seen before people recognize it.
So, it sort of is like the Western concept of bra
There was an actual study done by GE (General Electric). They found out that it only takes 22% of their logo for people to recognize. Only 20% of their logo needs to be seen before people recognize it.
So, it sort of is like the Western concept of bra
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
nding your cattle – making sure people recognize what is yours.
Remember I said ‘the same look and feel’? Well, the other side of branding is what it makes you feel about it. Chevrolet used to say it was America’s vehicle – baseball, hotdogs, apple pie and Chevrolet. Now it is “like a rock”. That makes you feel a certain way about it. It still
Remember I said ‘the same look and feel’? Well, the other side of branding is what it makes you feel about it. Chevrolet used to say it was America’s vehicle – baseball, hotdogs, apple pie and Chevrolet. Now it is “like a rock”. That makes you feel a certain way about it. It still
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
s in line with the old idea about Chevrolet. Americanism = loyalty = dependable = Chevrolet. That song that comes on is their brand. Being America’s vehicle is their position. Both give you a certain feel.
Branding in your marketing has to make you feel something. A technology company can’t have an old style font – you might not think they were
Branding in your marketing has to make you feel something. A technology company can’t have an old style font – you might not think they were
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
very far advanced.
Take PostcardMania. Our colors, bold style font and humorous quips give you the feeling that we are happy and lively. We make sure that our prospects and customers get that same feeling every time they see our mail, emails, packages, logo, etc.. Therefore it is important to look the same every time.
Take a dry cleaner for exam
Take PostcardMania. Our colors, bold style font and humorous quips give you the feeling that we are happy and lively. We make sure that our prospects and customers get that same feeling every time they see our mail, emails, packages, logo, etc.. Therefore it is important to look the same every time.
Take a dry cleaner for exam
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
ple. His postcards, packaging, hangers, etc. need to have his logo, colors and font all the time all the same - on everything. That way when people receive his postcards in the mail, they look for what specials that he has because they already like him and have him identified in their mind as something they are familiar with. If he is constantly c
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
hanging what he looks like, when they get his postcard they don’t know whether they are looking at his specials or what some dry cleaner in general is offering. If they are already familiar with him, they are most likely going to pause and look at what he has to say.
Branding is just like the old coat of arms that families used to have connected wi
Branding is just like the old coat of arms that families used to have connected wi
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
th their name. It would instill respect, fear, and wealth - whatever. Likewise, a country’s flag gets people to feel a certain way about their country. Heck, Stalin even used branding! He used the same picture to portray who he was to his people - I am this, I am this, I am this – he wanted them to think a certain thing. It’s really not a new id
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
a – I’m trying to get you to see it has been around for quite some time.
At PostcardMania, we want people to recognize that we know how to get their attention – bright colors, loud type – shows that we know what we’re talking about in terms of marketing. But ‘Postcard Marketing Experts’ is our positioning. Does that make sense? You can see how the
At PostcardMania, we want people to recognize that we know how to get their attention – bright colors, loud type – shows that we know what we’re talking about in terms of marketing. But ‘Postcard Marketing Experts’ is our positioning. Does that make sense? You can see how the
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
two tie in together. One is our position and one is our brand. We’re hoping to create a feeling of being expert, the best in the business, etc., but also friendly and easy to confront.
Think about what message you want to portray. What do you want recipients of your promotion to think about you? What image of your company do you want to put out ther
Think about what message you want to portray. What do you want recipients of your promotion to think about you? What image of your company do you want to put out ther
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
e? That is your brand. When people see you continually as one thing, they begin to expect the same from you and they get used to you.
Remember when Pepsi came out with clear Pepsi? People freaked out. They didn’t want to drink it. It was a flop. It wasn’t what they were used to – so it didn’t even taste the same to them.
Branding in marketing
Remember when Pepsi came out with clear Pepsi? People freaked out. They didn’t want to drink it. It was a flop. It wasn’t what they were used to – so it didn’t even taste the same to them.
Branding in marketing
.
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
is recognition – color, font and logo – keep it the same.
If you can get them to remember what it is you are selling, the more likely they will come in and get it…if not, you are depending on drive by traffic and are wasting your money in marketing. And don’t forget this very important marketing truth – if you’re only planning to promote merely one
If you can get them to remember what it is you are selling, the more likely they will come in and get it…if not, you are depending on drive by traffic and are wasting your money in marketing. And don’t forget this very important marketing truth – if you’re only planning to promote merely one
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
time then branding is not going to help you. Branding is only for marketers that already understand the concept of repetition.
(For more information on repetition and how this works in marketing, read “What the Heck is a Campaign and Why do I Need One” by Joy Gendusa at www.postcardmania.com
(For more information on repetition and how this works in marketing, read “What the Heck is a Campaign and Why do I Need One” by Joy Gendusa at www.postcardmania.com
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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