This presentation was presented at the OTC Pharma Asia Summit on 18 February 2011, by Morvarid Kaykha, Senior Brand Strategist at Design Bridge Singapore.
7. Successful OTC branding for a demanding
consumer audience in 2012
What is a brand
What is an OTC brand
What makes an OTC brand strong
How to build a strong OTC brand
8. What is a brand
Product Brand
The Brand Idea generates a brand
experience and sense of belonging
on top of the product and its end
benefit
Willing to pay more for
8
9. What is an OTC brand
Solution Brand
Functional Functional & Emotional
Doctor decision Stand alone
Serious/critical matters Less serious matters
(perception)
9
10. What is an OTC brand
Prescription OTC
Solution Generic Brand
Functional Functional Functional & Emotional
Doctor decision Stand alone Stand alone
Serious/critical matters Less serious Less serious matters
(perception) matters
10
11. What is a strong OTC brand
Solution Strong OTC brand Brand
Reliability and
Longevity
Emotional connection
with the consumer
11
12. How to build a strong OTC brand
Understand the consumer
Change your own team’s mindset
Stand out with stand for
Create a holistic brand experience
12
17. What doesn’t work with consumers
Fear as motivation
Low fear High fear
High efficiency + +
Low efficiency – –
research on consumers behavior,
using tooth brush, 30yo in USA
and cf. Thomas Goetz
17
19. What works with consumers
Genuine interaction
Changing perspective, seeing the situation through consumers’
eyes
Working around consumers’ drivers of demand
Talking to directly to consumers, in an accessible language
19
23. What works with consumers
Empathy
Being reassuring and comforting
Good visualization and good messaging
Focusing on the end benefit and minimizing the problem
23
35. From the consumer insight
The packaging looked dark and serious.
Consumers do not want to see themselves
as having a serious problem and don’t
want to worry about the cause (leading to
more concern and effectively less sleep).
Actavis
UK 35
36. With a simple and bold idea
The comfortable and cosy feel of one’s
bedroom
36
37. Authentic to the brand
Linked to the heritage of the brand
Just making a clearer statement
37
38. Engaging personality
An empathic brand in a functional category
Focusing on the comfortable and homey
cues
of the bedroom vs. the scientific solution.
38
39. Brilliantly executed
We commissioned Hand & Lock (hand embroiders since
1767)
to create an original cross stitch sample which was
photographed for the final packaging.
39
41. We call it Brandworld
Holistic experience is built beyond packaging, as the packaging
can’t cover everything.
It starts with the Brand Idea and takes the consumer on a
consistent journey, where everything builds on and leads to the
final benefit.
41
46. And the POS material allows the brand to stand
out of the clutter
46
47. How to build a strong OTC brand
Understand the consumer
Change your own team’s mindset
Stand out with stand for
Create a holistic brand experience
47
48. Thank you
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