The brand team at a global pharmaceutical company had a strong “verbal” positioning in the marketplace but were unable to visualize the brand and bring it to life digitally or through other media. As a result, their sales growth was stagnant and their ad agencies were struggling to articulate the brand benefit. They needed a process to create a compelling brand visual story.
We facilitated collaborative, experiential workshops with multifunctional teams that included scientists, marketers, and consumers, to help to better articulate and visualize the brand benefit. The consumers described how the product made them feel, while scientists could physically demonstrate how the product worked. The successful interactions spurred creativity with words and pictures that produced a powerful brand visualized story..
Understand where your company is in terms of competition, from researching if there are customers for your product to determining if you’re winning your marketplace.