Brand Therapy

Professor Brian D Smith has worked in the life sciences sector for 40 years as research chemist, marketing leader, research academic and advisor to many leading pharma and medtech companies. He uniquely combines first-hand understanding of the industry with rigorous, world leading research. He is the author of over 300 publications, including 'The Future of Pharma' and 'Darwin’s Medicine'.

• Introduction............................................................................................................1 Chapter 1: Strong brand strategies use the right tools: An overview of the brand team’s toolkit .........................................................................................5 Chapter 2: Strong brand strategies are about the customer: Using the Customer-Centric Market Definition to frame your analysis. ...............................17 Chapter 3: Strong brand strategies are decisive: Using Drucker’s Definition to clarify your brand strategy...............................................................................27 Chapter 4: Strong brand strategies are tested: Using Brand Strategy Diagnostics to test and improve your strategy....................................................35 Chapter 5: Strong brand strategies are aligned to the market: Using SWOT Alignment to guide your brand strategy...................................................49 Chapter 6: Strong brand strategies are based in reality: Using Reality Filters to gain strategic objectivity........................................................................65 Chapter 7: Strong brand strategies are focused: Using the Focus Matrix to guide complex strategies.................................................................................79 Chapter 8: Strong brand strategies are your own: Using Value Chain Comparison to identify your firm’s distinctive strengths and weaknesses..........95Chapter 9: Strong brand strategies overcome the competition: Using Competitive Pressure Analysis to identify competitive threats and opportunities...............................................................................................105 Chapter 10: Strong brand strategies understand the customer: Using Contextual Segmentation to identify opportunities and threats from customer differences..........................................................................................119 Chapter 11: Strong brand strategies compete in the future: Using Emergent Properties Analysis to identify future opportunities and threats........131 Chapter 12: Strong brand strategies anticipate the market: Using the Product Category Life Cycle to predict customer and competitor behaviour...143Chapter 13: Strong brand strategies are built on insight: Using the Hypothesis Loop to see what your competitors don’t.......................................153 Chapter 14: Strong brand strategies create value: Using the Concentric Value Proposition to translate strategy into activities........................................165 Chapter 15: Strong brand strategies are measured: Using 3L Metrics to improve brand strategy implementation............................................................177 Chapter 16: Strong brand strategies are understood: Using the Wedge Brand Plan Structure to communicate your brand strategy..............................189 Appendix: Further reading..................................................................................197

'Catchy title but what a difference in the content in comparison to other blockbuster marketing books. The topic is covered in a systematic, yet not rigid way. Each section is clearly explained and backed by robust academic reference (the strength of the author), without jargon and with concrete examples. I am sure even the most seasoned marketing professional will find a step they're missing and something to change to improve their practice. An excellent and sound guide for the more junior practitioners. An opportunity to learn from the best firms in the industry, as the author is using his many years of observations to feed into each section.' A. M Leclerc-Chalvet'By reading this book, you can instantly see that every marketer should use these winning techniques if s/he works in the pharma and medtech industry in order to excel.It is also an amazing resource for marketing leaders to up-skill their team's capabilities in focused and strategic brand strategy. The excellent understanding of the industry challenges along with an overview of the macro-factors give the reader not just an additional confidence when planning long-term business strategies but also a unique readiness to act upon these techniques and immediately apply.This book makes not only the marketing strategy to be put at the core of any pharmaceutical and medtech company's operations but more importantly highlights the strategic importance of marketing itself. There are no other books in the whole market and I am still impressed with the paucity of specific pharma and medtech-focused marketing literature.This book allows marketers drum up their strategic thinking from the world’s authority on the evolution of the pharma industries whilst offering support for top-level marketing planning. I am sure that even strategic leaders would be astounded by the level of detail in setting out a bespoke strategy in our VUCA world.As Professor Brian Smith is not only a leading academic but also a former executive, he challenges common sense, defies long-standing cliches still led by the industry and invites the reader to enhance his/her pragmatism in a to-date pharmaceutical and medtech context. There is no detached academic waffle but handy advice that can be useful for years to come.Furthermore, he wants the reader to see the variety of immediately applicable techniques that can facilitate the marketer’s workload tremendously and simplify the brand strategy design process.Exactly because he has already specialised himself on a deep understanding of all business models developed within the pharma business, he is turbocharging your planning and implementatiion capabilities on how the brand strategy can form a differential, sustainable and competitive advantage.Also a fascinating book to read as the author cuts through the clutter and gives you a simple but accurate compass to navigate through complexity and ambiguity.' G. S."A practical guide to developing brand strategies within MedTech. I found this totally relevant and applicable to our industry with nice examples and great tips for brand leaders when it comes to application. The modular approach means it’s a flexible Go To for numerous tools and techniques whatever therapy your brand needs. I highly recommend." Karen Hand"Specifically written for those of us involved in MedDev or Pharma marketing, Brian combines an academic framework and great, practical “hints and tips” into an approachable and actionable handbook for practitioners. Congratulations on the first, targeted textbook for MedDev that I am genuinely happy to endorse." Paul Murphy"Brand Therapy is an essential addition to any pharma marketer's reading, Brian has successfully incorporated the most relevant academic theories with the daily challenges faced by the practising marketer. It is not often that you can pick up a management book and instantly feel it is written for you, the job you do every day, the challenges you face and how to overcome these as a pharma marketer. Brand Therapy is a treasure chest of marketing tools and advice which will help pressure test any brand planning process, it’s a pleasure to highly recommend this book." Stephen Griffiths"I would highly recommend for brand leads working in pharma!! Clearly structured chapters, with easy to digest content -great to refer back to - which I do regularly!" G Glover"Clearly and concisely written enabling practical application." Miss J M McDonald