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Prospect Theory: Every Brand Manager who wants to be recognized as a Black Belt Must Master!  Brand 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 […]

Biopharmaceuticals: Shaping the Future of Medicine in India and Bangladesh – Brand Management 59 Biopharmaceuticals, also known as biological medical products, represent the future of medical treatment in both Bangladesh and India. These innovative therapies are poised to become the cornerstone of the pharmaceutical industry across the region. As a class, biological products have revolutionized

7 Tips to Write a Pharma Brand Plan: The 7 Don’ts and 7 Do’s – Brand Management 79 Every successful brand begins with a well-thought-out plan — one that reflects the mind of a strategist and the heart of a healer. It begins with a dream. For a pharma brand manager, the brand plan is

3rd January: The Day That Ignites Every Pharma Heart – Brand Management 60 3rd January 2012 was a day that left the Indian pharmaceutical world in silence. On this day, Prof. Chitta Mitra, lovingly known as the Father of Pharma Brand Management, left for his heavenly home. A few years later, his dear friend and

Name It, Feel It, Lead It: The Secret Power Behind Building Iconic Brands Do you recall the Hindi song “Ek Pyar Ka Nagma Hai” from the film Shor (1972). Sung as a duet by Lata Mangeshkar with Mukesh? You remember this song for its deeply emotional and moving lyrics and tune, about love and life’s journey. That’s a

A Calm Mind Makes You Sharp – Your Emotional Bank Account A calm mind is a sharp mind. When you are composed, you can observe situations clearly, think rationally, and choose your words carefully. This clarity allows you to deliver negative feedback constructively, without letting emotions like anger or frustration takes over. Calmness turns difficult

Emotional Resilience: The Story of “Ruchira’s Juices“ Emotional resiliencies is one of those rare qualities that cause a drastic shift in how you see the world Emotional resilience is a life-changing skill that completely shifts your understanding of the prob Meet Ruchira Kokate, a talented entrepreneur from Pune. Ruchira Kokate started a small business making

Announcing WPBMD-2026 Brand Plan Contest: A Launchpad for Future Pharma Leaders! Are you ready to step confidently into the world of pharmaceutical brand management? B  Black Belt Brand Builders, the organizers of WPBMD-2026 is here to support and inspire the next generation of pharma professionals in India. This exciting contest is designed to help B-school

The AI Prescription: Rewriting Medico-Marketing for a New Era – {Brand Management 76) Preamble: The AI Prescription The field of medico-marketing is undergoing a profound transformation. As we step into a new era, the traditional playbook is being rewritten by the power of artificial intelligence. This essay explores how Gen AI models are serving as

The Tale of Vivek Hattangadi and the GLP-1 Wars – (Brand Management 77) In the bustling corridors of global pharma, a war was raging. Not with swords or bullets, but with data sets, clinical trials, and billion-dollar molecules. Ozempic, Wegovy, Trulicity, Mounjaro, Zepbound, Rybelsus, Orforglipron—each a synthetic mimic of the GLP-1 hormone, each promising to