BRAND-BUILDING-It's a Resolution or Creating a Big,'' REVOLUTION''?

''Necessity is the Mother of Invention''

''DISRUPTION/ DESTRUCTION ALWAYS LEADS TO NEWER INNOVATION/CREATIONS''.

Old/Ruined,'' HIROSHIMA CITY'' -Ruined ON 6TH AUGUST,1045 by dropping Atomic bomb also resulted in the killing of 1,20,000 people.

Modern,'' HIROSHIMA CITY'', RECONSTRUCTED WITH WONDERFULLY DESIGNED,'' Hiroshima CONCLAVE''.

WHAT A GREAT TURN OUT & COMMITMENT OF PEOPLE?

Similarly, History vouches of Destruction of Number of Cities like Lisbon, Nagasaki, San Fransisco/Warsaw/Berlin/Tokyo- which were all ruined during World- war and converted into ashes and turn out to be one of the Greatest/Beautiful and wonderful cities of the world, which clearly confirms that HUMAN HAD/HAS INDOMITABLE POWER BUT THEY HAVD/HAVE USED THE POWER AND PROVED AS,'' SUPER HUMANS'', WHENEVER THEY WERE/ARE, CHALLENGED OR THERE WAS/ IS A NEED.

''BRAND-BUILDING'', in Pharmaceutical segment is also a similar process, where Human had/has, proved time and again their superiority over any challenges and always emerged as,'' WINNER''.

''BRAND-BUILDING'', in pharmaceutical remains a BIG CHALLENGE, unlike other segments because ''BRAND-BUILDING'', totally depends on,'' HUMAN& THEIR APPROACH'', and our earlier Legends in Pharmaceutical segment had proved their Ability by Giving MEGA BRANDS to the Pharmaceutical Industry benefiting Mankind.

Off late, this beautiful culture/Legacy is slowly-slowly started taking back seat maybe because of the easy method of Brand- Building by way of Commercialization???

In this VUCA, World The earlier concept of,'' BRAND-BUILDING'', of Product promotion through Brand reminders/Doctor's visit/Samples/Gifts/Follow up has taken a Back seat because it consumes a lot of Time and our present world believes in QUICK RESULT?

Time has come to review our old process of,'' Brand-Building', and find some more aggressive way of Brand promotion avoiding temporary commercialization and building BIG BRANDS like earlier days.

This demands a'' CHANGE OF APPROACH'', in Brand-Promotion, while launching,'' New- Brands''.

We need to Implement the following process in BRAND BUILDING EXERCISE-

Organizations need to Train sufficient and in-depth Product/Brand knowledge to all Field People from TOP to BOTTOM, (Minute details) and equip them to face all questions that may be asked by Doctors/Medical fraternity during their visit for Brand promotion and educate Employee with required,'' SKILLS'', EMOTIONAL INTELLIGENCE TO HANDLE THE UNCONVENTIONAL PROCESS.

3. Review the competitive Products with all full Basic information and know,'' How to outsmart the Present Brand with our New Brand''??

Dare to Challange the thought process of the Doctor by asking a direct question regarding Their choice of using competitive Brands, Knowing fully that Doctor will get UPSET(OUR JOB IS TO SHATTER AND BREAK THE.''THOUGHT PROCESS'', of The Targeted DOCTORS) and first create a Vacum by providing some Facts and figure not supporting the Brands they are prescribing( Field staff needs to be on the Top of their Confidence while facing the Doctors). To PUSH Doctors from their Present Comfort zone to a New zone of Thinking.

Once Field People are successful in breaking the Thought- process of the Doctors, it will lead to DOCTORS CURIOSITY TO FIND AN ANSWER WITH FACT AND FIGURE& THIS IS THE TIME WHEN ONE NEEDS TO PUSH GENTLY THEIR OWN NEW BRANDS WITH FACTS& FIGURE- AS TO WHY DOCTOR SHOULD USE THEIR BRANDS and what additional Benefits/Saftey, Present Brand offer, AND LEAVE THEIR CHAMBER TO MEET THEM SOON TO GET THEIR OPINION.

Once we are able to shatter the thought process of the Doctor and compel them to think in Favour of our Brand, It will be a WIN-WIN SITUATION FOR MEDICAL FRATERNITY & PHARMACEUTICAL COMPANIES in favour of,'' New- Brand) and it will ensure a rock-solid foundation of building a'' MEGA- BRAND'', Which will never happen with Commercialization or another way.

In addition to My above recommendation of,'' MEGA- BRAND-BUILDING'', It should also contain- Great Brand Strategy/Purpose/Emotional Impact( Brand story)/Building up the Confidence and Believe of Filed peoples and Consistent approach.

''BRAND-BUILDING'', is an ART/CRAFT and also demand Patience/consistency/Regular Training to Field people/ Great stories and above all the COST OF BRAND PROMOTION WILL BE FAR LESS THAN COMMERCIALIZATION AND LESSER COMPLICATION WITH HIGHER FUTURE BENEFITS AND HELPS ORGANIZATION TO NOT ONLY BUILT REPUTATION but ATTRACTING OUTSIDE TALENT WITH LESS ATTRITION RATE.

DO You have any other alternatives with so much of Benefits with one SINGLE STOKE??

''BRAND-BUILDING'', is all about creating a'' REVOLUTION'', and progress Brick by Brick.

Thanking you, Feedback welcome

I am a'' Soft-skill& Behavioural Trainer'', after 30 plus years of selling and marketing experience in Pharmaceutical Industry on Pan India level and can be contacted [email protected]