Facilitated approach to articulate and visualize brand benefit

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.


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.


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.