Letter from the Editor


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SKU: 1940.

Product Description

A product lives on a shelf. A brand lives in the mind of the consumer. The challenge, according to industry experts, is making an emotional connection between the two. A brand goes beyond the rational; a brand is the promise the product offers the customer or stakeholder, whether that customer is a physician, a healthcare provider, a consumer, or a company’s employees.
According to Ken DeLor, president of the DeLor Group, one of the biggest challenges of successful branding in the pharmaceutical industry is breaking away from the concept that branding is trade advertising. He says branding is building an icon, building a symbol or identity, building everything that touches a brand for the long-term value for a pharmaceutical product and the manufacturer. Ultimately, he says, branding is about communicating visually and strategically, not only for one product, but connecting one product to the other products in a therapeutic class of drugs that the company…