successful otc branding for a demanding consumer audience in 2012

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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