At last we have a book that not only focuses on brands and branding from a pharmaceutical perspective but that is both highly readable and highly insightful. Make no mistake about it, this is not simply a rehashing of consumer brand theory for a pharmaceutical audience; on the contrary this is a well-argued and challenging work that takes our understanding of what pharmaceutical branding could achieve to new levels. For me this work should be compulsory reading for all who aspire to market or play a part in the marketing of pharmaceutical brands. The work answers many of the more difficult branding theory questions within the industry. It should be a daily reference providing, in one title, a framework for branding within the pharmaceutical industry.
The foreword written by Kolassa brings initial insight into the premise that pharmaceutical marketers learn their craft as tradesman or 'journeyman', hoping throughout their careers to be able to learn from those who came before them. They aren't expected to pass professional exams or even to undergo a great deal of formal training, as the culture does not support nurturing of this professional expertise. Thus, they lack a clear understanding of the literature upon which many of the original marketing plans were founded. This body of work starts to re-set that balance and hopefully can lead to more structured thinking and, if incorporated into formal training, an improvement in marketing leadership within the industry in the future.
Moss takes us through a journey that begins with the Greek and Roman origins of branding, builds a real understanding of how the theory and practice of branding can be applied and adapted to the pharmaceutical industry, and ends by challenging us not to shy away from tough decisions about branding but to embrace brand theory and take a long-term strategic view in the interests of both the individual product brands, the companies who make them and the consumers who use them.
The first two chapters allow us to develop an in-depth understanding of the latest research on pharmaceutical brands. These chapters look in depth at what we can learn from neurocultural research and brand function hierarchy and emphasise the importance of fully understanding both the rational and emotional sides of pharmaceutical brands. This understanding is essential in identifying why some brands are truly successful while others never fully reach their potential.
Chapters three to five cover aspects of brand management that are often forgotten looking at the importance of understanding the role and function of brands within a portfolio (brand architecture), as well as the place of the corporate brand and franchise brands within the industry. The vast majority of pharmaceutical portfolios are unmanaged when compared to the consumer world and Moss argues that although many great Pharma brands have been created, more thought needs to go into the creation of product brands and how they can interact together to create more than their individual value.
While the first five chapters provide an excellent analysis of how current theory and practice apply to the pharmaceutical industry, it is the second half of the book that really excited me as it fundamentally questions our current approach to pharmaceutical branding; Moss confronts the assumption that the pharma brand can only survive as long as its patent, and articulates the benefits of putting the pharma brand at the heart of our enterprise, removing the rigid focus on the product lifecycle and opening our minds to the potential to sustain a brand over a much longer period of time. The consumer sector is deluged with brand book offerings, now we have one of our own.
His biggest challenge, however, comes in Chapter nine (the pharmaceutical industry brand) where he confronts the question 'why do people prefer tobacco companies to pharma?' and concludes that unless we take up the challenge of rebuilding the pharma industry brand itself then the outlook for the future is bleak. His arguments here are compelling and we ignore them at our peril; hopefully, the debate on rebuilding the 'tarnished pharmaceutical industry brand' begins here.
© Mike Owen