It’s a common trap in brand positioning that we see pharmaceutical marketers fall into time after time. Campaigns are steered off course and ultimately derailed because they fail to clearly articulate a drug’s essential brand advantage. In the April issue of Pharmaceutical Executive magazine appears a column authored by CarbonSix’s Matthew Smith guiding you on how to avoid falling into the trap by using research to establish a firm grip on the business opportunity and then grounding it properly within the brand strategy. See Matthew's Article here.
Art Angel of LJS Strategic Research recently appeared on the Chicago's ABC-7 news to provide insight into Kraft's announcement that they are splitting into two publicly traded companies, one focusing on global snacks and the second on North American grocery items.
Art explains why Kraft is making the move, and the drivers of change in emerging markets which may make the split a smart move for Kraft's growth potential.
Owen discusses the narrow profit margins and emerging competitors in the grocery business, and how new specialty subsegments are developing to help grocery chains differentiate themselves in the new marketplace.