Vivisum Arts Scholarship: Courtney Campbell

Courtney Campbell, a high school sophomore from Florida, received Vivisum’s arts scholarship to attend the Commercial Dance Intensive at the… Continue Reading >

Biotech Brand Building: Messaging Matrix

Biotech Brand Building: Messaging Matrix Every pharmaceutical or biotech product is unique, and marketers must construct marketing communications based on… Continue Reading >

Biotech Brand Building: Audience Archetypes

Over the last two decades, pharmaceutical and biotech marketers have witnessed a rapid evolution in the size and complexity of… Continue Reading >

What is Your Brand’s Archetype? This Week: ‘Me Too’ Brands

In this blog series, we are examining competitive context archetypes for biotech and pharmaceutical brands: Archetype 1: First-in-Class Brands Archetype… Continue Reading >

What is Your Brand’s Archetype? This Week: Next Generation Brands

In this blog series, we are examining competitive context archetypes for biotech and pharmaceutical brands: Archetype 1: First-in-Class Brands Archetype… Continue Reading >

Skip Yoga Class and Get to Work

Are you miserable in your job? Hold this picture in your mind for a minute: 30 bodies are packed into… Continue Reading >

What is Your Brand’s Archetype? This Week: First in Class

Marketing 101 tells us that we should never brand in a vacuum. Instead, we should position brands to highlight strengths… Continue Reading >

Positioning Sprout’s Addyi: Female Viagra or Female Cialis?

For better or worse, the popular press has dubbed Sprout Pharmaceutical’s Addyi as the ‘Female Viagra’. OK, yes – in… Continue Reading >

Building Effective Brands: Key Launch Questions

Your Phase 2 results were promising, and you are expecting positive Phase 3 results in the upcoming months. The Wall… Continue Reading >

Pharmaceutical Brand Launch: Market Insight is Critical

We all know what a successful pharmaceutical launch looks like: up and to the right. Quite simply, ‘success’ is most… Continue Reading >