Promoting Your Business Using Dogs, Cats, And Rats!Written by Terence Tan
Here's a fascinating idea.. Having noticed that there always seemed to be many stray cats and dogs in his neighborhood, it occurred to a clever pet shop owner that he could use cheap animal collars and attach an advertising message to those potential 24 hour, walking "billboards". He also dressed them up with animal "shirts" that had his web site address printed all over them. After unleashing about
| | Does your pharmaceutical product appeal to the doctors or to the patients?Written by Wolfgang Nedobity
Pharmaceutical brand owners have to consider three major groups in their marketing strategies: physicians, healthcare payors and consumers. Dependant upon who is making purchasing decision, branding has to be geared at members of appropriate group. The approach will differ if we are talking about prescription or non-prescription drugs and apart from this we find different situations in various countries. In many European countries for instance chemists still act as advisors to public when buying non-prescription drugs fighting minor illnesses and complaints.Thus specific expertise is required to provide for consistent worldwide branding of a particular drug. Even in most sophisticated companies, this rather critical of processes is left to chance, to whim of a marketing director or patent lawyer. Since creation of brand name forms basis of brand positioning and brand essence from different persectives, it is advisible to consult also an expert in this matter: Namedesigner. The naming theory based on terminology science provides a sound and effective methodoloy for establishing a memorable and compelling brand identity, one that can withstand test of time, cross lifestyles and cultural boundaries, and translate into success that endures. Brand names imbue their products with meaning which creates an emotional affinity so that customer can decide whether a product feels right and is suitable for particular purpose. Ultimately function of brand name is also to drive demand. The meanings pharmaceutical brands hold are like primal assets that must be managed carefully and can be categorized
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