An article published March 21 on PMLiVE by Brian Smith, a renowned authority on the evolution of the life science industry, delves into the development of fresh brand strategies.
“For earlier generations of brand managers, strategy began with the product,” Smith writes. “Today, it begins with a customer-centric definition of the market, which doesn’t mention the product at all.”
Smith described this method of market evaluation is “uncomfortable to those steeped in thinking of the market as a product category or a disease, but it allows a much clearer definition of what the brand strategy actually is.”
To read Smith’s full article on PMLiVE, click here.