Vivek Hattangadi

The Emotional Pull: How Feelings Influence Prescription Decisions – Brand Management 28 The world of medicine is often perceived as a bastion of cold, hard logic. Diagnoses are based on facts, and treatments on scientific evidence. Yet, beneath the surface lies a powerful undercurrent – human emotion. While doctors strive for objectivity, emotions can subtly, […]

Unveiling the DNA and Atma of a Brand: The Essence of a Brand Idea – Brand Management 29 Preamble In today’s digital age, doctors are inundated with upwards of a thousand marketing messages daily, creating an unprecedented challenge for pharmaceutical communications. The critical first five to seven seconds of a doctor’s engagement with a brand

From Familiar to Fiercely Independent: Embarking on a New Adventure with “B” (since 1st January 2024) Ever since the world was turned upside down by the onset of the COVID-19 pandemic in March 2020, I have had the privilege of being part of an incredible journey with an online training organization. This collaboration was never

Beyond the Noise: Differentiating When Everyone Seems the Same – Pharma Brand Management 30 One of my mentee, let’s call her Vaishnavi, asked me: “Sir as you rightly said I should understand why my brand exists and my brand plan must have the purpose of my brand.” “But Sir, consider this scenario: My brand operates

The Magic of Brand Management – Brand Management 31 In today’s competitive world, every business is vying for your attention. From pharmaceutical products to smartphones to sneakers, countless products bombard you with promises. So, how do some brands rise above the noise and become trusted companions in the lives of patients and doctors (padocumer’s is

LIQUID DEATH – A Case Study for Pharma Brand Managers on STP Learn from David Taylor of ‘The BrandGym’ What have I learned? 1.  A powerful Brand Name for Bottled Water – Liquid Death 2.  Headline – Murder Your Thirst 3.  Disruptive Positioning – Liquid Death brand saw the opportunity to disrupt the staid bottled water category with

A Tribute to Philip Kotler 300 Brands, but 1 Winning Strategy Building a Powerful Brand in Pharma India and Pharma Bangladesh  – Brand Management 18 A momentous occasion dawns on May 27th, 2024. Not only is it a significant date, but it marks a cherished milestone for marketers across the world. On this day, the

A Student’s Ode to the Marketing Maverick: Philip Kotler on the eve of his 93rd birthday – Brand Management 19 There are teachers, and then there are those who ignite a revolution within the minds of their students. Professor Philip Kotler, for many marketing enthusiasts like me, falls undeniably into the latter category. On 27th

From Vision to Voice: The Power of Positioning Statements for Your Brand – Brand Management 20 Preamble Welcome to our insightful journey into the world of branding and strategic communication! In today’s phygitally-driven landscape, crafting a distinct identity for your brand is paramount. This blog aims to demystify one of the fundamental elements of brand