Attend an interactive breakfast and workshop on branding for companies in pharmaceutical, biopharmaceutical, biotech, and digital health industries.
Increased consumer expectations and perceptions of products / services as commodities means brands today need to differentiate and be meaningful and emotional to their audience, or they will not be relevant. Storytelling is fine, but the stories told must reflect real brand values and category realities that meet (and exceed) consumers’ believability criteria. Otherwise they will end up entertaining rather than engaging… and will end up going away.
Brands need to think beyond a single transaction and understand how they can build a tribe of loyal followers who will not only “buy” but also tell others why. These tribes of followers can be uniquely designed by monitoring their behavior, clustering their affinities, digesting their interactions, and building out their personas. Then you can start a value exchange that you both grow to love.
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