This presentation was presented at the OTC Pharma Asia Summit on 18 February 2011, by Morvarid Kaykha, Senior Brand Strategist at Design Bridge Singapore.

1. Successful OTC branding for a demanding
consumer audience in 2012
February 18, 2011

7. Successful OTC branding for a demanding
consumer audience in 2012
What is a brand
What is an OTC brand
What makes an OTC brand strong
How to build a strong OTC brand

8. What is a brand
Product Brand
The Brand Idea generates a brand
experience and sense of belonging
on top of the product and its end
benefit
Willing to pay more for
8

9. What is an OTC brand
Solution Brand
Functional Functional & Emotional
Doctor decision Stand alone
Serious/critical matters Less serious matters
(perception)
9

10. What is an OTC brand
Prescription OTC
Solution Generic Brand
Functional Functional Functional & Emotional
Doctor decision Stand alone Stand alone
Serious/critical matters Less serious Less serious matters
(perception) matters
10

11. What is a strong OTC brand
Solution Strong OTC brand Brand
Reliability and
Longevity
Emotional connection
with the consumer
11

12. How to build a strong OTC brand
Understand the consumer
Change your own team’s mindset
Stand out with stand for
Create a holistic brand experience
12

13. Understand the consumer
13

14. What doesn’t work
with consumers
14

15. What doesn’t work with consumers
Complexity of medical
jargon
15

16. What doesn’t work with consumers
Ice-cold functionality
16

17. What doesn’t work with consumers
Fear as motivation
Low fear High fear
High efficiency + +
Low efficiency – –
research on consumers behavior,
using tooth brush, 30yo in USA
and cf. Thomas Goetz
17

18. What work
with consumers
18

19. What works with consumers
Genuine interaction
Changing perspective, seeing the situation through consumers’
eyes
Working around consumers’ drivers of demand
Talking to directly to consumers, in an accessible language
19

20. Genuine interaction
20

21. What works with consumers
To be taken on a journey
In the context of their world
With personalized info
Complexity made simple
21

22. Taking consumers on a journey
22

23. What works with consumers
Empathy
Being reassuring and comforting
Good visualization and good messaging
Focusing on the end benefit and minimizing the problem
23

24. Showing empathy
24

25. Change your team’s mindset
25

26. Taking the consumer on board
specialist solution consumer
26

27. Taking the consumer on board
specialist brand consumer
27

28. Sweet spot between functional and emotional
Actavis
UK 28

29. Assuring a simple and visible design
Actavis
UK 29

30. Assuring a meaningful visibility
Roche
Europe 30

31. Building the brand on its final benefit
Napp Laboratories
UK 31

32. Considering 3D innovation
Bausch & Lomb
Japan 32

33. Shifting from information to inspiration
Fonterra
Asia 33

34. Stand out with stand for
34

35. From the consumer insight
The packaging looked dark and serious.
Consumers do not want to see themselves
as having a serious problem and don’t
want to worry about the cause (leading to
more concern and effectively less sleep).
Actavis
UK 35

36. With a simple and bold idea
The comfortable and cosy feel of one’s
bedroom
36

37. Authentic to the brand
Linked to the heritage of the brand
Just making a clearer statement
37

38. Engaging personality
An empathic brand in a functional category
Focusing on the comfortable and homey
cues
of the bedroom vs. the scientific solution.
38

39. Brilliantly executed
We commissioned Hand & Lock (hand embroiders since
1767)
to create an original cross stitch sample which was
photographed for the final packaging.
39

40. Create a holistic
brand experience
40

41. We call it Brandworld
Holistic experience is built beyond packaging, as the packaging
can’t cover everything.
It starts with the Brand Idea and takes the consumer on a
consistent journey, where everything builds on and leads to the
final benefit.
41

42. iFlex Brandworld
DSM Nutritional Products
USA, Europe, Asia 42

43. The final benefit connects to consumers
at both functional and emotional levels
43

44. The key visual assures continuity across all
touch-points and builds recognition and impact
44

45. The Brand Idea inspires clever touch-points
45

46. And the POS material allows the brand to stand
out of the clutter
46

47. How to build a strong OTC brand
Understand the consumer
Change your own team’s mindset
Stand out with stand for
Create a holistic brand experience
47

48. Thank you
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