In a recent article called ‘Decisions, Decisions’, I wrote about research that enlightens us about how humans make decisions and how influencing those processes are really what branding is all about. Powerful stuff. The research, not the writing. In this article I’d like to write about some more powerful stuff. Not how humans make decisions but why they behave the way they do to get what they want. More powerful stuff wouldn’t you say?
Let’s start with a question.
Even some of the most enlightened and cool people I know talk about marketing as ‘getting the crayons out’ which, with the exception of one case, demonstrates that they don’t really get it.
Then there is the even more esoteric area of marketing known as branding, which brings a far away stare to the face of many a senior leader in pharmacy.
I am sure that you will have a strong sense of familiarity with what I’m about to describe. Sorry about bringing it to mind as it’s uncomfortable for many.
You are watching / reading / hearing a news report that relates to medicines in some way and the report gets it horribly, childishly, infuriatingly wrong. Your heart sinks and your heckles rise. Why, oh why, can’t they get the details right?!
Here is how this article ends…
‘That, my friend, in summary, is why branding exists, why it’s important to your organisation and it blows my mind. The rabbit hole might be dark but there is a light at the end of the tunnel.’
It really does blow my mind.
Read on if you’d like to know how it begins.