From Concept to Icon: Successful Brand Management (Part 19) – Scribbles and Synapses: The Mysterious Connection That Could Revolutionize Your Brand Plan
By any chance have you missed Step Zero in writing a brand plan? It might seem counterintuitive in our digital age, but the most effective way to begin crafting a brand plan is often the most traditional: with a pencil and paper. There’s a scientific reason for this. Handwriting activates areas of the brain associated with creativity, memory, and critical thinking. This allows you to explore ideas more deeply and generate unique insights that might be overlooked when typing on a computer.
So, before you open your laptop, grab a pencil, a piece of paper, and let your mind wander. The results may surprise you.
Part 1 – Start with a Pencil and Paper: The Surprising Science Behind Brand Planning
Enhanced Memory Recall: Research shows that writing by hand on physical paper leads to more brain activity when remembering information later. The unique spatial and tactile information associated with pen-and-paper writing improves memory. So, jotting down your initial thoughts on paper can help you retain and recall them better. (Ref 1)
- Increased Comprehension: Putting pen to paper activates areas of the brain that enhance comprehension. It involves more senses and motor neurons compared to typing on a keyboard, making the learning process more effective. (Ref 1)
- Faster Note-Taking: Surprisingly, volunteers who used paper completed note-taking tasks about 25% faster than those who used digital tablets or smartphones. The tangible permanence, irregular strokes, and uneven shape of physical paper contribute to this efficiency,
“Actually, paper is more advanced and useful compared to electronic documents because paper contains more one-of-a-kind information for stronger memory recall,” said Professor Kuniyoshi L. Sakai, a neuroscientist at the University of Tokyo and corresponding author of the research recently published in Frontiers in Behavioral Neuroscience.” Our take-home message is to use paper notebooks for information we need to learn or memorize”
There is more evidence on why writing by hand is better for memory and learning. Says Charlotte Hu: “Engaging the fine motor system to produce letters by hand has positive effects on learning and memory. Handwriting notes in class might seem like an anachronism as smartphones and other digital technology subsume every aspect of learning across schools and universities. But a steady stream of research continues to suggest that taking notes the traditional way—with pen and paper.” (Ref: 2)
Says Audrey van de Meer, people taking notes by computer were typing without thinking, It’s very tempting to type down everything that the lecturer is saying. It kind of goes in through your ears and comes out through your fingertips, but you don’t process the incoming information. But when taking notes by hand, it’s often impossible to write everything down; students have to actively pay attention to the incoming information and process it—prioritize it, consolidate it and try to relate it to things they’ve learned before. This conscious action of building onto existing knowledge can make it easier to stay engaged and grasp new concepts. (Ref:3)
Given the growing evidence, you might understand why it is important to draft the brand plan with pencil and paper before transferring it to your computer. That’s how I wrote my first brand plan for Brand Monotrate in 1988 before handing it to my secretary to type.
This is a part of the handwritten note I received from Shefali Karmore who did a project with me on brand planning in July – August 2024
Part 2 –Brand Plan Steps
This document outlines a foundational framework for a brand plan, designed specifically for a pharmaceutical product which we can name as Brandex.
It provides a comprehensive roadmap for brand managers, guiding them through the process of developing a detailed brand plan. We begin with Step 0, a crucial step that involves sketching out the brand plan using traditional pen and paper.
This analog approach has been shown to enhance cognitive processes and stimulate creative thinking.
Step 0
Utilize traditional tools such as pencil with eraser or pen and paper to draft your comprehensive brand plan
Step 1
Executive Summary
An executive summary in a brand plan is a brief overview that highlights the key points of the entire plan. It provides a snapshot of the brand’s objectives, strategies, and financial projections.
Writing an executive summary is essential because it captures the interest of stakeholders, such as C-suite executives from marketing, finance and HR by giving them a quick understanding of the plan’s most important aspects without needing to read the entire document
Step 2
Preamble
- Market Definition for Brandex:
- Clearly define and delineate the target market for Brandex.
- Brand Vision for Brandex:
- Establish a comprehensive and forward-looking vision for Brandex.
- Mission Statement for Brandex:
- Formulate a mission statement Brandex.
- Insights from Doctor-Patient Interviews:
- Summarize the key insights gained through interviews with doctors and patients.
Step 3
Situational Analysis
- Current Position of Brandex:
- Assess the present market standing of Brandex.
- Where is Brandex – Leverage shop audit, prescription audit and internal MIS.
- Why is Brandex here today – Here jotting with pencil-eraser and paper helps.
- Brandex and Competitor Analysis:
- Conduct a comparative analysis of Brandex and its competitors.
- Rationale for Brandex’s Current Position:
- Examine the factors contributing to Brandex’s current market position.
- SWOT-AP Analysis of Brandex:
- Perform a SWOT- AP analysis of Brandex, include AP a time-bound Action Plan.
- Brand Audit:
- Conduct a comprehensive brand audit, if Brandex is an already established brand.
- Use tools kike Vivek’s Window, Kevin Keller’s Brand Report Card and so on
Step 4
Where do I want to go?
- Prescription Targets:
- Year 1, Year 2, Year 3: Specify the number of new prescriptions to be generated each year, along with the corresponding number of units.
- Prescription share
- Anticipated Growth:
- Outline the projected growth rate of prescriptions over the three-year period.
- Market Share Projections:
- Detail the expected prescription share and market share for each year.
- Regional Breakdown:
- Distribute the targets and projections by Zonal Managers or Regional Managers.
- District-Level Analysis:
- Provide a detailed breakdown at the District Manager level, as they are the first-line managers.
Step 5
SWOT-AP Analysis of competitors
Wear three hats: a strategic analysis of competition
Objective: Conduct a comprehensive SWOT-AP analysis for Brandex and its immediate competing brands.
Approach:
- Brandex Perspective:
- Self-Assessment: Evaluate Brandex’s current market position, strengths, weaknesses, opportunities, threats, and action plans (SWOT-AP).
- Strategic Vision: Develop a forward-thinking strategy, anticipating 15 to 25 steps ahead, akin to a Chess Grand Master.
- Competitor Brand 1 Perspective:
- Leading Competitors Analysis: Wear the hat of the brand manager for the leader brand.
- SWOT-AP Analysis: Conduct a detailed SWOT-AP analysis from the competitor’s viewpoint, identifying their strengths, weaknesses, opportunities, threats, and action plans.
- Competitor Brand 2 and 3 Perspective:
- Secondary Competitor Analysis: Wear the hat of the brand manager for another significant competitor brand – the brand just above you and the brand just below you.
- SWOT-AP Analysis: Perform a thorough SWOT-AP analysis from this competitor’s perspective, considering their strategic moves and market positioning.
- Outcome: This multi-faceted approach will provide a holistic view of the competitive landscape, enabling Brandex to craft a robust and proactive strategy.
Step 6
Segmentation Targeting and Positioning
- Segmentation Rationale:
- Provide a comprehensive explanation of the rationale behind the market segmentation.
- Targeting Strategy Justification:
- Justify the selected targeting strategy with clear and detailed reasoning.
- Positioning Section:
- Include both the positioning statement and the positioning message in this section.
Step 7
Strategy and Tactics – Proposed Strategy Explanation
Detailed Explanation and Rationale: The proposed strategy aims to enhance patient engagement and outcomes by leveraging advanced technologies, including AI and generative AI. This approach is selected to ensure personalized care, improve patient satisfaction, and streamline healthcare processes. By focusing on patient-centered care, the strategy aligns with current healthcare trends and addresses the growing demand for personalized medical services.
Patient-Centered Approach: The strategy emphasizes a patient-centered approach by prioritizing patient needs, preferences, and experiences. This involves active patient participation in their care, personalized treatment plans, and continuous feedback mechanisms to improve service quality.
Strategy Statement: “Empower medical representatives and field managers to deliver personalized, patient-centered care using advanced AI technologies to enhance patient engagement and outcomes.”
Specific Tactics:
- Training Programs: Conduct comprehensive training sessions for medical representatives and field managers on using AI tools and patient-centered care techniques.
- AI Integration: Implement AI-driven platforms to analyze patient data and provide personalized treatment recommendations.
- Feedback Systems: Establish continuous feedback loops with patients to gather insights and improve care delivery.
- Patient Education: Develop educational materials and resources to inform patients about their conditions and treatment options.
Communication Strategy (Aligned with STP):
- Segmentation: Identify patient segments based on Diffusion of Innovation Theory and recognise innovator, early adopter, early majority, late majority, and laggards. demographics, medical history, and treatment needs.
- Targeting: Target the high-need doctor and patient groups who would benefit most by using Brandex.
- Positioning: Position the healthcare services as innovative, patient-centric, and technologically advanced.
Digital Strategy:
- Online Platforms: Develop user-friendly microsites, websites and mobile apps to facilitate patient interaction and access to healthcare services.
- Social Media: Utilize social media channels to engage with doctors, patients, share educational content, and gather feedback.
- Telemedicine: Expand telemedicine services to provide remote consultations and follow-ups.
Integration of AI and Generative AI:
- Personalized Care: Use AI to analyze patient data and generate personalized treatment plans.
- Patient Engagement: Implement AI-driven chatbots and virtual assistants to provide 24/7 support and answer patient queries.
- Outcome Tracking: Utilize AI to monitor patient progress and adjust treatment plans as needed.
Strategy Execution Steps: 3 E Process
- Engage: Engagement means involving District Managers in the strategic decisions that affect them and their Medical Representatives by soliciting their input and allowing them to refute the merits of one another’s ideas and assumptions. Engagement communicates and ensures their buy-in.
- Explain: Explanation means that everyone involved and affected should understand why final strategic decisions are made. An explanation of rationale engenders confidence among employees that managers have considered their opinions and have made decisions impartially in the overall interest of the company, even if their own ideas have been rejected.
- Expectation Clarity: Expectation clarity requires that after a strategy is set, managers clearly state the new rules of the game. Although the expectations may be demanding, employees know up front the standards by which their work will be judged and the consequences of failure.
- Evaluate: Continuously monitor and evaluate the strategy’s effectiveness, making adjustments as needed.
Step 8
Finance in Brand Management
Short-term and Long-term Projections in Value
- Short-term Projections: Focus on initial market penetration, brand awareness, and patient engagement. Expect moderate revenue growth as the brand establishes itself. Key metrics to monitor include patient acquisition rates, initial sales figures, and early feedback from patients and healthcare providers.
- Long-term Projections: Aim for sustained growth through increased market share, enhanced patient loyalty, and expanded service offerings. Anticipate significant revenue growth and profitability in the long run. Long-term metrics include patient retention rates, cumulative sales growth, and overall market position.
Budgeting
- Initial Investment: Allocate funds for technology integration, training programs, marketing campaigns, and patient education initiatives. This includes costs for AI tools, software development, and promotional activities.
- On-going Costs: Plan for recurring expenses such as software maintenance, continuous training, and marketing efforts. Ensure a balanced budget that supports both short-term and long-term objectives, with a focus on optimizing resource allocation.
Forecasting
- Data Analysis: Use historical data and market analysis to predict future trends and patient needs. This involves analyzing past performance, market conditions, and competitive landscape to make informed projections.
- Adjustments: Regularly update forecasts based on real-time data and feedback. This ensures that the strategy remains flexible and responsive to changing market dynamics and patient preferences.
Profit and Loss Statement
- Initial Years (1-3): Plan for potential losses due to high initial investments in technology and the brand building process. This period focuses on building the brand and establishing a strong market presence.
- Subsequent Years: Project gradual improvement in profitability as the brand gains traction and operational efficiencies are realized. Monitor key financial metrics such as revenue growth, cost management, and profit margins to ensure sustainable growth.
Step 9
Monitor and Control
- Conduct Comprehensive Brand Audits: Perform a thorough brand audit for each new brand on a monthly basis during the first year, transitioning to quarterly audits thereafter. This ensures continuous monitoring and timely identification of any issues.
- Monitor Strategic Implementation: Closely oversee the effectiveness of the strategic implementation, with a strong emphasis on field visits to gain accurate, on-the-ground insights.
- Analyze Monthly Sales Data: Examine monthly sales data in detail, including the performance metrics of individual medical representatives. This granular analysis helps in identifying trends and areas for improvement.
- Implement Corrective Actions: Take necessary corrective actions to address any identified deficiencies promptly. This proactive approach ensures that the strategy remains on track and achieves its objectives.
Comprehensive details:
- Brand Audits: These audits should include a review of brand positioning, market penetration, patient feedback, and competitive analysis. Regular audits help in maintaining brand integrity and adapting to market changes.
- Field Visits: Field visits should involve direct interactions with medical representatives, prescribers, non-prescribers, and patients. This hands-on approach provides valuable insights that are not always evident from data alone.
- Sales Data Analysis: Utilize advanced analytics tools to dissect sales data. Look for patterns in sales performance, identify high-performing and underperforming areas, and understand the factors driving these trends.
- Corrective Actions: Develop a structured process for implementing corrective actions. This could include additional training for medical representatives, adjustments in marketing strategies, or changes in resource allocation.
By following these steps, you can ensure effective monitoring and control of the strategy, leading to better outcomes and continuous improvement
Acknowledgement
For many years, until the early 2000s, I meticulously crafted brand plans with a pencil, eraser, and paper before handing them over to my secretary for typing. Over time, I had completely forgotten the art of writing a brand plan by hand.
But just a few weeks ago, something extraordinary happened—a delightful surprise. I received the first draft of a brand plan from my mentee, Shefali Karmore, beautifully handwritten on paper.
It instantly brought a wave of nostalgia, transporting me back 25 years to when this was a common practice for me.
Inspired by Shefali, I decided to write this blog. In the process of doing some research, I was amazed to discover that writing by hand actually enhances cognitive abilities like critical thinking and analytical abilities.
Thank you, Shefali Karmore, for reigniting a long-lost practice and for inspiring this reflection.
Bibliography
- University of Tokyo (2021). STRONGER BRAIN ACTIVITY AFTER WRITING ON PAPER THAN ON TABLET OR SMARTPHONE. Available on: https://neurosciencenews.com/hand-writing-brain-activity-18069/ Accessed on 24 June 2024
- H. Charlotte (2024). WRITING BY HAND IS BETTER FOR MEMORY AND LEARNING. Available on https://www.scientificamerican.com/article/why-writing-by-hand-is-better-for-memory-and-learning/#:~:text=A%20recent%20study%20in%20Frontiers,vision%2C%20sensory%20processing%20and%20memory. Accessed on: 8 March 2024
- van der Meer A. and van der Weel. R (2014). A LEARNING SECRET: DON’T TAKE NOTES WITH A LAPTOP. Available on https://www.scientificamerican.com/article/a-learning-secret-don-t-take-notes-with-a-laptop/. Accessed on: 28 November 2023