EDGE OF INSIGHT REPORT: APPLYING THE SCIENCE OF MARKETING TO THE ART OF BRAND BUILDING
BRAND PLUS™ FRAMEWORK
ACTING ON MOMENTS THAT MATTER
Markets are getting more crowded, either at launch or even if you are first-to-market after launch, as the expectation of competitive pressure grows. These changes have really accelerated in the last five years. Markets are undergoing an evolutionary change. Now, new therapeutic categories, like biosimilars, gene therapy and immunotherapy are changing not only the way that diseases are treated, but also the way that markets are organized and managed.
Kantar's new Edge of Report, Applying the Science of Marketing to the Art of Brand Building, provides a conceptual framework for brand management to address this new, ever changing, competitive landscape.
In this Edge of Insight Report, we discuss:
+ How to respond to moments that matter during a product lifecycle
+ The definition of brand opportunity and equity around moments
+ The science of turning preference share into prescription share
+ The moment of truth for modern pharmaceutical marketers
This transformational report provides, in detail, Kantar’s latest thinking on the moments that matter that can define your brand’s success or failure.