successful otc branding for a demanding consumer audience in 2012
DESCRIPTION
This presentation was presented at the OTC Pharma Asia Summit on 18 February 2011, by Morvarid Kaykha, Senior Brand Strategist at Design Bridge Singapore.TRANSCRIPT
February 18, 2011
Successful OTC branding for a demanding consumer audience in 2012
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
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
What is an OTC brand
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SolutionFunctionalDoctor decisionSerious/critical matters(perception)
BrandFunctional & EmotionalStand aloneLess serious matters
What is an OTC brand
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SolutionFunctionalDoctor decisionSerious/critical matters(perception)
GenericFunctionalStand aloneLess serious matters
BrandFunctional & EmotionalStand aloneLess serious matters
OTCPrescription
What is a strong OTC brand
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BrandSolution Strong OTC brandReliability and LongevityEmotional connectionwith the consumer
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
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
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
Taking the consumer on board
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specialist consumersolution
Taking the consumer on board
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brandspecialist consumer
Sweet spot between functional and emotional
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ActavisUK
Assuring a simple and visible design
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ActavisUK
Assuring a meaningful visibility
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RocheEurope
Building the brand on its final benefit
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Napp LaboratoriesUK
Considering 3D innovation
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Bausch & LombJapan
Shifting from information to inspiration
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FonterraAsia
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Stand out with stand for
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
With a simple and bold idea
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The comfortable and cosy feel of one’s bedroom
Authentic to the brand
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Linked to the heritage of the brandJust making a clearer statement
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.
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
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
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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