MULTIPLE MESSAGING IS NOT POSITIONING (LET US BE HONEST)

We are privileged to have worked in many, many pharmaceutical drug classes. Even more, we are fortunate to have been involved in teaching pharmaceutical marketers how to better build their brands - sometimes within their company's "Marketing Excellence" curriculum. There are many fundamentals that drug-brand marketers can learn and adapt from fast-moving consumer goods marketers. One of them is that Positioning ≠ Advertising (or "Messaging" as many pharma folks call their communication efforts). This week we take a harder look at the challenge of building differentiated, leadership brands within pharmaceuticals. And, as part of that, the necessity of being totally honest about those efforts that implement a brand positioning and those that run counter to implementing a brand positioning.

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The DISPATCHES^TM for October 18, 2009 can be found here:

MULTIPLE MESSAGING IS NOT POSITIONING (LET US BE HONEST)

A printer / handheld friendly version can be found here:

MULTIPLE MESSAGING IS NOT POSITIONING (LET US BE HONEST)

It is also available in PDF here:

MultipleMessagingIsNotPositioning.pdf (PDF File)