My key message to them will be how most branding falls short of being powerful because it’s too rational (especially true in the pharmaceutical space). The brand makes sense, but it’s not believed and loved. And that’s the big trap you want to avoid. You don’t want a brand that just makes sense, you want a brand that people are going to believe and love, that also makes sense.
I’ll be drawing on my branding experience of Laborie, Breast Cancer Trials, Nurofen, and CSIRO. Check out my online Power Branding course if this is something you may be interested in learning more about.
(Keynote Talk, March 2023)