How Service Providers Can Create Momentum In An Established Brand
Brand health is a simple enough concept to define: a relative measure of the renown surrounding a company’s name and products or services. However, pinning down the state of a brand’s health is a more complex endeavor. The symptoms of a brand that has lost momentum trend differently between large, established brands and newer or smaller brands — as do the solutions to address that stagnation.
ISR was approached by the chief marketing officer at a global CRO seeking to reestablish momentum in their brand, which was well-established but — in their eyes — had hit a ceiling. As chief marketing officer, the client was responsible for understanding and communicating to shareholders the current state of their brand. To promote continued brand growth, the client needed to know which brand components were succeeding and which may be falling short. With this information, the client could identify how these dynamics manifested in the larger organization’s successes and failures.
ISR takes a holistic approach to brand health, diagnosing where in the purchasing process a client is losing potential customers, as well as why, and then providing the client with focused solutions to directly address the issue(s) at hand. While many market research companies are capable of going through a similar process, the content and domain matter at least as much as the process. ISR operates exclusively in the biopharma space. We share a common vocabulary with our customers — and with our customers’ customers. We can help.
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