Facilitating toward brand benefits

Marketing & Innovation

The Challenge

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.

The Solution

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.

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The Results

  • Engaged scientists, marketers, and consumers through facilitated workshops with a backdrop of scientific research.
  • Articulated and visualized a compelling brand story that aligned with their brand purpose, highlighted their brand benefit, and brought their brand alive.
  • Aligned on benefits of visual cues.
  • Focused on brand benefits via compelling brand story.
Michele is Aspirant's Director of Marketing & Innovation, and is a senior marketer and facilitator with 25 years of extensive experience in brand management, strategy development, Design Thinking, and innovation. She works with various corporations and non-profit businesses as a consultant to help them grow their business through strong strategy, marketing plans, and skills development. She has worked with companies in the Fortune 100 and Global 1000 as well as mid-sized companies in a range of industries, with a focus on healthcare.

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