Words Everyone Understands: The Magic of Simple Writing – Brand Management 78 Divya Thakre is a graduate of IPHMR, Kolkata and a gold medallist. Having started as management trainee, Divya was three years into her role as a pharmaceutical brand manager, but she had already learned one thing: in pharma, it’s not enough to know […]
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A Heartfelt Farewell to the pharma legend – Harish Raut Harish was more than a friend; he a member of my family. Both his daughters Radhika and Janhavi are like my own daughters. He was the third member in the pioneering team of Tarun Gupta, Ramesh Kulkarni which gave Pharma India the first visual aid.
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The Empty Chair: That’s What Happens When a Brand Manager Doesn’t Think – Brand Management 77 Preamble Why is this Chair Empty? In pharma marketing, the most dangerous threat isn’t competition—it’s the absence of thought. The title may say “Brand Manager,” but without developing the skills and leveraging the power of analytical and critical thinking,
Brand Architecture: Choosing the Right Brand Model for Indian Pharma: The Mitra–Gupta Framework – Brand Management 76 Sixteen years. Four readings! One timeless journey! As I once again turned the pages of Jean Noel Kapferer’s Strategic Brand Management, Chapter 7—Brand Architecture—rose from the paper like a portal. It was page 187, and suddenly, I was
Prospect Theory: Every Brand Manager who wants to be recognized as a Black Belt Must Master! Band Management 75 Twelve years ago, I read Thinking, Fast and Slow by Nobel laureate Daniel Kahneman—a book that left a lasting impression on me. Recently, I had the pleasure of discussing it with my student, Shiksha Vidyasagar. Despite her excellent
The Power of Touch in Medico-Marketing! – Brand Management 74 It began in 1974, when I first proudly held the shiny-black leather bag of a medical representative. A question that piqued me then – how can I make Diovol the ‘Darling Brand’ of doctors? I tried all the tricks in my bag, but it was
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What Every Winning Brand Knows: The 3 Unspoken Rules of Value Proposition – Brand Management 73 This is a true story from not so long ago. It began in July 2022, as the post-Covid era quietly unfolded like a sunrise that had taken its time. A subtle yet powerful shift was underway—the ‘old normal’ of
Integrative Thinking – When can we use Integrative Thinking? – Sales Management 23 Integrative Thinking starts on the premise that you are open to learning from another persons’ idea, even if his idea is in conflict with your own. This mind set allows you to consider the value of opposing views from more than one
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The Best Marketing Story I’ve Heard: Inside Nescafe’s Brilliant Strategy That Made Japan Love Coffee – Brand Management 105 From Tea to Coffee: How Nescafé Brewed Cultural Change in a Nation of Tradition Author – Devin Wills (Red Cardinal News) Through an ingenious marketing strategy, Nescafe transformed Japan from a tea-drinking society into one of
The FMRAI Influence – Why First-Line Leaders Should Be Trained Continuously? – Sales Management 22 Medical Representatives who go to work unhappy actually do things, actively or passively, to make those around them unhappy too. Or get influenced by the negative elements in the field. The negativity spreads. Unscrupulous failed people take advantage The internal
