Branding has long been considered a discipline reserved for consumer brands, with little to no perceived value for business-to-business (B2B) organizations. Thanks to a recent study by McKinsey & Co titled “Business branding – Bringing strategy to life,” this myth is finally debunked. The reality is that B2B brands drive customer decisions, bottom line and competitive differentiation in a similar way as B2C brands do.
In the health and science space specifically, it is now clear that brands increasingly drive decisions from researchers, physicians, payers and consumers. Unfortunately, C-suite science and health executives do not yet seem to realize the significance and potential of that evolution in their corporate and product strategy.
As we help our clients win in the increasingly more complex healthcare ecosystem, we have seen the need to better equip them to understand what branding is, how powerful it is and how to use it to build leading brands. Today, it is time to guide health and science brands leverage the power of the discipline of branding to drive their performance forward by building lasting competitive differentiation.
In this paper, we cover the challenges of the sector for brands, the concept of branding and five rules to follow to help your corporate and product brands thrive.
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