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
Doctor profiling – Sales Management 21 Are you aware of the main reason of Cipla’s grand success in the Indian Pharmaceutical Market? It is doctor profiling. Today the Indian pharma marketplace is extremely competitive with so many companies competing for the mind share and the market share. There is a Marketing World War-like situation to
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Why should a doctor entertain a pharma representative? -Sales Management 20 Think over – Why should a doctor entertain a pharma representative? They won’t even consider your existence if they don’t understand why they should pay attention to you. Can you make yourself valuable? Doctors will notice you only if you and your brand have
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