Problem Statement: Company “A” is a European-based mid-size pharmaceutical company. The company is pursuing new assets in development for treatment-resistant schizophrenia and Alzheimer’s disease. Currently no formal brand positioning process, thinking frameworks, tools, defined governance practices or educational offerings exist to address the skill gaps for brand team members in developing winning positioning strategies. In addition, there is no overall brand positioning philosophy or unified approach for how Company “A” positions their brands.

Goal Statement: The goal is to ensure viable brand positioning strategies are developed for new assets in Phase 2B/3 for commercial success.

MSP Approach and Deliverables:

1) Worked with senior marketing leaders to draft a brand positioning philosophy white paper communicating how the company approaches the positioning of its brands.

2) Developed and defined a formal brand positioning strategy process with detailed instructions and tools to guide strategic thinking in developing a brand positioning strategy.

3) Designed and facilitated a brand positioning educational program using adult learning principles.

Results: Evaluation results of the education program by participants showed a 90% increase in their understanding of brand positioning and the thinking behind each step in the process.