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Code Blue: Brand Resuscitation

Four steps to determine if a brand is worth saving - and ways to save it


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Organizations in the life sciences industry are facing unprecedented challenges, including reduced research and development productivity, price and cost pressures, expiring patents, and weak product pipelines. To survive and thrive in this difficult environment, companies must maximize the value from their in-line products.

Intense pressure to reduce costs is putting sales and marketing investments under increased scrutiny and tempting many companies to cut marketing spend for lackluster brands with declining sales. However, that may not be the best approach.

In our latest white paper, "Code Blue: Brand Resuscitation," we discuss how investing in brand resuscitation can pay big dividends, under the right circumstances.

We review:

  1. Watching for the danger signs
  2. Identifying root causes
  3. Developing options
  4. Leaping into action

A critical, disciplined look at the key issues driving suboptimal performance is an essential element of brand resuscitation. An opportunity to recalibrate expectations, adjust the strategy, reposition the brand, or change tactics might exist. In the right situation, companies can realize much greater value from existing assets without sabotaging their valuable brand equity.

To learn more, read the full report.

Related Content

Overview:  Consulting
Services:  Customer and Market Strategy and  Channel & Sales Force Effectiveness
Resource:  2009 Industry Outlook: Building Brand Value
Industry:  Life Sciences 

As used in this document, “Deloitte” means Deloitte & Touche LLP, Deloitte Tax LLP, Deloitte Consulting LLP, and Deloitte Financial Advisory Services LLP, which are separate subsidiaries of Deloitte LLP. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. 

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