The Life Sciences and Healthcare industries have historically been slow to invest in their corporate brand and, at this point in time, it is doubly important that they define genuine and meaningful Brand DNA and execute on this coherently for all their audiences.

In this hyperconnected world, carefully managing behaviors and messages from the C-suite is now a crucial element. What used to be just ‘policies and procedures’ for General Counsel is now more about reinforcing brand perceptions through aligned and coherent behaviors.

Product and corporate brands share several key characteristics, but they are not the same. Six questions highlight the differences between them and why treating them the same way puts your enterprise value growth strategies at risk.

There are many skeptical views about the role that B2B brands play in creating value. Use this body of empirical data to convince your decision-makers that B2B brand is key to creating value.

An employer brand is a vital after private equity transactions, mergers, or acquisitions. Anxious employees may disrupt business or go to a competitor unless you can present a value proposition that is relevant, believable and compelling.

Are brands destroying value in your funds’ investments? When it comes to cutting costs, growing earnings, or improving operations, private equity firms can unlock exceptional value by better managing brands in their portfolio companies. Enhancing brand value will increase the value of portfolio companies to the benefit of shareholders.

Self-serve wellness has always been part of the consumer health industry, but, in recent years, the relationship between self-care and self-cure products has flipped.

The problem with most employer branding is that it is often disconnected from the corporate brand and the core drivers of the business. It is typically managed by the HR department and too often becomes associated with superficial perks and separate from any larger strategic purpose. The consequences can be dismaying.

Brand is the sum of the interactions a person has with a company. It’s about meeting customers expectations and surprising clients in positive ways. D2C brands have perfected this model and by incorporating these best practices, B2B brands can deliver a seamless transactional experience and drive growth.

Over our many years, we’ve helped healthcare, pharma, and life sciences organizations of all sizes achieve significant transformation.