Successful OTC Branding for a demanding consumer audience in 2012
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Transcript of Successful OTC Branding for a demanding consumer audience in 2012
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February 18, 2011
Successful OTC branding for a demanding consumer audience in 2012
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Successful OTC branding for a demanding consumer audience in 2012
What is a brand
What is an OTC brand
What makes an OTC brand strong
How to build a strong OTC brand
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What is a brand
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Product BrandThe Brand Idea generates a brand experience and sense of belonging on top of the product and its end benefitWilling to pay more for
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What is an OTC brand
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SolutionFunctionalDoctor decisionSerious/critical matters(perception)
BrandFunctional & EmotionalStand aloneLess serious matters
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What is an OTC brand
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SolutionFunctionalDoctor decisionSerious/critical matters(perception)
GenericFunctionalStand aloneLess serious matters
BrandFunctional & EmotionalStand aloneLess serious matters
OTCPrescription
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What is a strong OTC brand
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BrandSolution Strong OTC brandReliability and LongevityEmotional connectionwith the consumer
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How to build a strong OTC brand
Understand the consumer Change your own team’s mindsetStand out with stand forCreate a holistic brand experience
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Understand the consumer
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What doesn’t workwith consumers
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What doesn’t work with consumers
Complexity of medical jargon
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What doesn’t work with consumers
Ice-cold functionality
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What doesn’t work with consumers
Fear as motivation
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Low fear High fear
High efficiency + +
Low efficiency – –research on consumers behavior, using tooth brush, 30yo in USAand cf. Thomas Goetz
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What workwith consumers
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What works with consumers
Genuine interactionChanging perspective, seeing the situation through consumers’
eyes
Working around consumers’ drivers of demand
Talking to directly to consumers, in an accessible language
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Genuine interaction
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What works with consumers
To be taken on a journeyIn the context of their world
With personalized info
Complexity made simple
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Taking consumers on a journey
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What works with consumers
Empathy Being reassuring and comforting
Good visualization and good messaging
Focusing on the end benefit and minimizing the problem
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Showing empathy
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Change your team’s mindset
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Taking the consumer on board
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specialist consumersolution
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Taking the consumer on board
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brandspecialist consumer
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Sweet spot between functional and emotional
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ActavisUK
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Assuring a simple and visible design
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ActavisUK
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Assuring a meaningful visibility
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RocheEurope
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Building the brand on its final benefit
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Napp LaboratoriesUK
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Considering 3D innovation
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Bausch & LombJapan
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Shifting from information to inspiration
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FonterraAsia
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Stand out with stand for
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From the consumer insight
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The packaging looked dark and serious.
Consumers do not want to see themselves as having a serious problem and don’t want to worry about the cause (leading to more concern and effectively less sleep).
ActavisUK
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With a simple and bold idea
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The comfortable and cosy feel of one’s bedroom
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Authentic to the brand
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Linked to the heritage of the brandJust making a clearer statement
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Engaging personality
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An empathic brand in a functional categoryFocusing on the comfortable and homey cuesof the bedroom vs. the scientific solution.
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Brilliantly executed
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We commissioned Hand & Lock (hand embroiders since 1767)to create an original cross stitch sample which was photographed for the final packaging.
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Create a holisticbrand experience
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We call it Brandworld
Holistic experience is built beyond packaging, as the packaging can’t cover everything.
It starts with the Brand Idea and takes the consumer on a consistent journey, where everything builds on and leads to the final benefit.
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iFlex Brandworld
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DSM Nutritional ProductsUSA, Europe, Asia
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The final benefit connects to consumers at both functional and emotional levels
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The key visual assures continuity across all touch-points and builds recognition and impact
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The Brand Idea inspires clever touch-points
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And the POS material allows the brand to stand out of the clutter
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How to build a strong OTC brand
Understand the consumer Change your own team’s mindsetStand out with stand forCreate a holistic brand experience
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Thank you
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