Beating the Antes: The Purple Revolution of Brandex (Part 2)

Beating the Antes: The Purple Revolution of Brandex?(Part 2)

We read in the first part that the story of Brandex’s purple revolution reached the ears of Bhaskar’s mentor, Jnāna. Jnāna listened intently, and then posed a single, penetrating question: ‘But what about your Distinctive Brand Assets?’

The words struck Bhaskar like a bolt of lightning.

Distinctive Brand Assets… were they not simply another facet of differentiation? A sudden unease gripped him. What crucial element had he overlooked in his quest for sustainable brand building?

Bhaskar arranged for a private meeting with Jnāna to learn more about Distinctive Brand Assets.

“Bhaskar, can I confine myself to the pharmaceutical industry in India and Bangladesh?”

“Sure”

“In branding, Distinctive Brand Assets refer to unique, recognizable elements of a brand that create instant identification and differentiation without relying on the brand name. These assets help in building brand recall, loyalty, and preference, especially in a crowded and highly regulated market.”

“Let me tell you the story of Trika. There were four leading brands Alzolam (Sun Pharma), Alprax (Torrent), Restyl (Cipla) and Trika (Unichem). How did Trika get into this big league? It created a brand logo – Tiger Butterfly.”

“The brand manager weaved a powerful but gentle story behind this. The Tiger Butterfly, danced on the breeze. Each flutter, a whisper of calm, mirrored the Trika’s promise. ‘Free your mind,?like these butterflies’?it seemed to say. ‘Fly away,’ the butterfly seemed to whisper. ‘Let your worries go.’ Trika wanted to help people feel that lightness, to lift the heavy feeling anxiety brings.”

“Bhaskar, I want you to understand Distinctive Brand Assets. Not just the theory, but the?heart?of them. Look beyond our field. See the world. That’s where the real insights – and your advantage -will come from.”

Key Components of Distinctive Brand Assets

1.?????? Color & Packaging Design?– A consistent color scheme and packaging format that makes the brand visually stand out (e.g. the unique shape of the Coca Cola bottle or the strip of Lariago 500).

2.?????? The shape of a tablet?–?which can distinguish itself from other brands? (e.g. the shape of the tablets of Dolo 650 oblong white tablet or the heart-shape tablet of Concur 2.5)

3.?????? Tagline?– A memorable tagline that reinforces brand positioning (e.g., “Prodep” – the breakfast time antidepressant. It strongly communicates that Prodep does not cause drowsiness unlike the earlier tricyclic antidepressants).

4.?????? Brand Mascots or Visual Icons?– Some brands use mascots to create an emotional connection (e.g., The little girl in Amul butter or the MRF Tyres muscular person carrying a tyre over his head)

5.?????? Unique Sound or Jingle – Audio cues used in promotional materials (Nirma jingle – running since the early 1970s or the Intel Inside bong).

“In the complex, competitive world of prescription pharmaceuticals, Distinctive Brand Assets are the cornerstone of unwavering trust. Distinctive Brand Assets are the innovation that sets you apart. They cultivate deep-seated brand affinity among physicians, pharmacists, and patients, effectively mitigating the threat of generic alternatives and constructing a formidable and enduring brand equity.”

“I am still a bit puzzled Jnāna. Can I ask you a question? Is our patient support program of Brandex a Distinctive Brand Asset or a brand differentiation?”

“Bhaskar, your patient-support program for your purple gold-ringed Brandex when no competitor offers one, is Brand Differentiation, not a Distinctive Brand Asset.”

Why?

·???????? A patient-support program is a value-added service that enhances the functional appeal of Brandex.

·???????? It provides a meaningful reason for doctors and patients to prefer Brandex over other pantoprazole brands.

·???????? It differentiates Brandex by offering something beyond the medicine itself—support for adherence, lifestyle guidance, or symptom tracking.

When Does It Become a Distinctive Brand Asset?

If your patient-support program of Brandex has distinctive, recognizable elements, those elements can become Distinctive Brand Assets.

For example:

·???????? If you brand your support program is named as “Brandex Care“ with a unique logo and tagline, those elements become Distinctive Brand Asset.

·???????? The service itself (the patient-support program)?remains a Differentiation Strategy, but its visual or sensory identity (logo, slogan, app interface) can be a Distinctive Brand Asset.

Final Answer: Your patient-support program is a Differentiation Strategy, but the visual and sensory elements associated with it (name, logo, colors, sound etc.) can become Distinctive Brand Assets over time.

“So Jnāna Sir, can I now say that differentiation complements Distinctive Brand Assets or Distinctive Brand Assets complements differentiation?”

“Yes Bhaskar! Differentiation and Distinctive Brand Assets complement each other, but the relationship works in a specific order.”

Differentiation comes first, Distinctive Brand Assets reinforce it.

·???????? Differentiation creates the unique value that makes your brand stand out (functional, emotional, clinical, or service-based uniqueness).

·???????? Distinctive Brand Assets make that differentiation memorable and recognizable through consistent visual, auditory, or sensory cues.

Differentiation complements Distinctive Brand Assets,?but Distinctive Brand Assets reinforce Differentiation.

Think of it this way:

·???????? Differentiation is the “why” (the substance of your brand).

·???????? Distinctive Brand Assets are the “how” (the recognition triggers that make your brand sticky in the minds of doctors and patients).

Example: Brandex (Pantoprazole with Patient Support Program)

·???????? Differentiation: Brandex is the only pantoprazole brand with a patient-support program, helping patients with diet, lifestyle, and adherence.

·???????? Distinctive Brand Assets:

·???????? A unique name & logo for the support program (e.g., “Brandex Care” with your logo).

·???????? A color-coded blister pack to reinforce trust and recall.

·???????? A memorable tagline like “Beyond Relief, Towards Wellness.”

Key Takeaways

·???????? Without differentiation, Distinctive Brand Assets are just design elements.

·???????? Without Distinctive Brand Assets, differentiation may not stick in the minds of prescribers and patients.

·???????? Together, they create a powerful, recognizable, and preferred brand.

So, in your case, Brandex’s differentiation (patient-support program) can be strengthened by Distinctive Brand Assets (logo, tagline, packaging, digital interface, etc.).

One last question on this subject. I differentiate my Brandex by changing the color of the capsule. How can I build on my Distinctive Brand Asset now?

Now that you’ve?differentiated Brandex?by giving it a?bright purple color with a golden ring,?you have a strong?visual differentiator?that can become a?Distinctive?Brand Assets).

To align this differentiation into a Distinctive Brand Asset,?you need to make sure those doctors, pharmacists, and patients consistently associate?purple & gold?with?Brandex?and no other brand.

How to Convert the Purple Gold Capsule into a Strong Distinctive Brand Assets?

1. Establish Ownership through Repetition

Ensure that the?purple and gold-ringed capsule?appears everywhere in a consistent and prominent way:

·???????? Packaging:?The carton and blister should reflect the?Purple Gold Capsule color scheme.

·???????? Promotional Materials:?Use high-resolution?purple gold-ringed?images in?visual aids, detailing slides, and leave-behinds.

·???????? Doctor Reminders:?Distribute?desk displays, pens, sticky notes, and prescription pads featuring the capsule image.

·???????? Pharmacy Recall:?Place a?small purple-gold reminder card at pharmacy counters.

Goal:?Make the?color scheme instantly remind doctors and pharmacists of Brandex.

2. Create a Strong Verbal Cue (Mnemonic or Slogan)

A catchy phrase can?help doctor’s associate Purple Gold-Ringed with Brandex:

·???????? “Purple Power, Golden-Ringed Relief”

·???????? “The Golden-Ringed Standard in Acid Control”

·???????? “Brandex: The Purple Golden-Ringed Capsule That Protects”

Goal:?When doctors see a purple?golden-ringed?capsule, they should instantly think of Brandex.

3. Own the Purple Gold-Ringed Narrative (Emotional & Scientific Connection)

Tie the?purple and gold-ringed?colors to?brand meaning:

·???????? Scientific Justification?– If possible, connect?gold?to superior absorption or stability, and?purple?to gastro-protection. Example: “The golden-ringed strip ensures precise release for sustained acid control.”

·???????? Emotional Storytelling?– Purple is associated with?trust and care,?gold with?premium quality. Example: “Brandex – The premium protection your patients deserve.”

Goal:?Create?meaning?behind the colors so that competitors cannot easily copy them.

4. Register and Protect the Purple Golden-Ringed Capsule Design

If possible,?trademark the purple gold-ringed capsule design under?suitable?laws in in your country. This prevents competitors from copying your?unique visual identity.

Goal:?Make it legally?exclusive?to Brandex.

5. Extend the Purple Golden-Ringed Capsule Beyond the Capsule

Your Distinctive Brand Asset should not just be the capsule—it should be a wider branding element:

·???????? Purple Gold-Ringed Doctor’s Kit?– Medical Representatives gifts (clipboards, bags, folders) in the same colors.

·???????? Purple Gold Patient Awareness Campaign?– Posters in clinics featuring the capsule.

·???????? Digital Presence?– Website, patient support app, and social media posts using the?same color palette.

Goal:?The?more touchpoints?that use Purple Golden-Ringed Capsule, the?stronger the?Distinctive Brand Assets?becomes.

Final Takeaway: How Purple Golden-Ringed Capsule Becomes a Distinctive Brand Asset

·???????? Consistently display the purple-gold capsule in all brand materials.

·???????? Reinforce it with a slogan that ties it to Brandex.

·???????? Create meaning behind the colors (scientific + emotional connection).

·???????? Protect the design legally if possible.

·???????? Expand the purple-gold identity beyond the capsule.

“Bhaskar, If executed well, your?purple gold-ringed capsule will become as iconic as Eveready’s Red or the Amul Girl or Apples half-eaten apple.”?Bhaskar left happy, and satisfied.

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