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Main Subject - Reinventing Velcro: The Importance of Brand Simplicity
Akin to the concept of white space and minimalism in design, simplicity of brand representation is the right direction to go in order to increase your market share. Simple is better. Your company knows it, your brand should show it, and your customer is
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
desperate for anything that makes his life easier.
Ironically, there are several definitions of simplicity. Simplicity can be defined as being simple or uncompounded, the absence of pretense, the freedom from difficulty or hardship, the lack of orna
Ironically, there are several definitions of simplicity. Simplicity can be defined as being simple or uncompounded, the absence of pretense, the freedom from difficulty or hardship, the lack of orna
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
mentation, or the quality of being natural or
based on natural principles. Each one of these definitions holds the key to what
today’s consumer desires: a better way. Clearly, brands that embody simplicity are
more likely to hold a place of honor w
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
thin the mind of the consumer because the
brand appears to humble itself in order to communicate a larger message to the
consumer rather than merely putting itself on a pedestal.
Simplicity should reveal itself through a few different sources. A bra
Simplicity should reveal itself through a few different sources. A bra
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
nd’s name,
personality, identity, themeline, and appearance are all capable of exuding the
peace of mind of simplicity. At times it can be as subtle as the well-organized color
palette on a website or the clean outside of a building that can make t
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
he difference
to the consumer.
In a technologically advanced, fast-paced, and complex market place, simplicity would appear to be anything but the answer we seek for our brands, which is exactly why the opportunity is wide open. Gifts, gadgets, an
In a technologically advanced, fast-paced, and complex market place, simplicity would appear to be anything but the answer we seek for our brands, which is exactly why the opportunity is wide open. Gifts, gadgets, an
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
special offerings are a
dime a dozen, and more often than not, the customer is looking to avoid any extra
“junk” at the point of decision. Consumer decisions are comparable to checking
email. You look for what you know and what you trust to be tru
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
e before even
considering “the others.”
Simplicity has become as apparent in research responses as other brand elements such as control, options, and even price. There is not one industry in the market that cannot use simplicity to its advantage.
Simplicity has become as apparent in research responses as other brand elements such as control, options, and even price. There is not one industry in the market that cannot use simplicity to its advantage.
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
For example, Stealing Share completed
brand work for a large utility company who needed to find a more specific brand
focus. While we conducted behavior modeling within the company and quantitative
market research in the field, we discovered how cr
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
cial of a role simplicity played in
this utility market. In this particular case, the brand needed to ensure the customer
that he would “never run out” and that he could be secure in the fact that the
company would make the process easy and painles
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
s. Certainly there were price
issues and a few other market trends that were addressed, but one of the main
principles this company was missing in its strategy was simplicity.
One of the pitfalls with associating brand with the “simple is better” me
One of the pitfalls with associating brand with the “simple is better” me
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ntality is the
common error of companies misinterpreting simple as staple. For example,
simplicity is also becoming more and more prevalent in the banking industry as
banking quickly becomes more and more of a retail domain. Banks often view
simp
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
icity as convenience. While convenience is an important aspect of banking (i.e.
ATMs, drive thru tellers, many branches…etc), convenience is expected of any bank
anywhere. What is not expected from the consumer is the strength of the brand
itself.
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
If the brand represents the simplicity they value, the table stakes of ATMS and
branches fade away, and the bank has a customer for life. Furthermore, many
customers are at risk of switching financial institutions due to unnecessary
complexities in
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
process and identity.
What can be done to simplify your brand? The first step is a deep, dispassionate analysis of your brand as it currently exists. What does it mean to the customer? Is it difficult for them to use or understand? These are questi
What can be done to simplify your brand? The first step is a deep, dispassionate analysis of your brand as it currently exists. What does it mean to the customer? Is it difficult for them to use or understand? These are questi
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
ns for upper management
and executives to consider as they look to grow their companies and increase
market share. In short, the first step is to look in the mirror and identify what stands
in the way of efficacy. Any obstacle observed internally w
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ill surely be magnified by
the outside consumer because they do not possess the same knowledge of your
business. Assume nothing about your customers until you make the honest effort to
understand them. It is within the belief systems of the custome
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
r that your brand will
find the opportunity to simplify your brand. The first step could be as easy as
changing an acronym.
Once your brand recognizes what it needs to do in order to make it more approachable for the consumer, you need to make sur
Once your brand recognizes what it needs to do in order to make it more approachable for the consumer, you need to make sur
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
you can generalize this
process to your entire brand execution. For example, if you are a consumer product,
you need to be sure your display, brand name, themeline, website, and marketing
materials all work to provide a better avenue for your targ
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
et audience. Like most
marketing communication endeavors, this is easier said than done, but before the
physical changes can be made to your product and to your brand, you must be sure
you have the right perspective, the perspective of the customer
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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