Building a Global Vision for Brands


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Product Description

The convergence of markets and media across international lines provides rich opportunity for healthcare companies to achieve new levels of asset optimization, cost-effectiveness, and overall brand value. But the lion’s share of the effort to transform a new compound into a global brand often is focused on a single endpoint: the creative campaign. This is an overly tactical mindset, concentrated more on image than on the need to definitively establish the brand’s core values, benefits, personality, and positioning…