DEVELOPING BRAND BUILDING SKILLS

DEVELOPING BRAND BUILDING SKILLS

 

 

OBJECTIVES

Differentiating brand in the minds of physicians, patients in a congested crowded market place, using brands unique value proposition so they prefer it over competition, build a leadership in represented therapy area, build a compelling story and deliver it thorough the entire marketing mix.

ACTIVITIES

  • Develop a differentiated positioning and story for each of our TAs and core brands
  • Identify the role each brand plays in the overall portfolio
  • Act as ambassadors for our TA portfolios and core brands, inspiring and engaging the organisation to deliver the positioning
  • Provide effective messaging / tools to our sales teams, consistent with the positioning
  • Track and monitor how customers perceive our brands and portfolios and respond accordingly ( Research )

 

CAPABILITY LEVEL 1:

ORIENTATION

  • I understand the importance of brand positioning and the role of insight in driving it
  • I understand how my brand is positioned in the marketplace and the role it plays in our portfolio
  • I provide analysis and support for the development of my brand or TA’s positioning
  • I help create effective messaging for our sales teams to help them deliver the positioning
  • I execute activities in the market in line with the positioning and monitor how well it’s being implemented across the business

CAPABILITY LEVEL 2 :

PROFESSIONAL

  • I define the role each brand plays in delivering our overall portfolio
  • I define and clearly articulate the positioning / story for each of my brands and TAs, based on insight and the marketplace
  • I proactively engage and support sales and the cross-functional team to ensure they understand the positioning and can tell our story
  • I am an ambassador for the brand / TA across my business and ensure the positioning is brought to life consistently across every interaction with customers

CAPABILITY LEVEL 3 :

LEADER

  • I lead our brand building efforts, guiding and coaching the teams to develop our brand stories, to ensure they connect with our target audiences now and in the future
  • I make connections across TAs and brands, ensuring we are presenting the overall Abbott offering and experience in a consistent, compelling way
  • I am a powerful storyteller, who engages others in our brands and TAs and gets them excited about how we differentiate
  • I coach and inspire others to act as brand / TA ambassadors and help remove roadblocks getting in the way