The pandemic has created renewed interest among pharmaceutical companies in the “branded house” – leveraging the purpose-driven corporate brand over the sub-brands that make up the product portfolio. 

Why it matters

Vaccine manufacturers have become household names for bringing us out of the pandemic, and this has created a rare moment for pharmaceutical brands in general. They can tap into their vaunted science and technological expertise to drive purpose at the corporate level.

Takeaways

• As they look to expand their public presence and reach, vaccine manufacturers – be they pharma giants or biotechs – will also face a growing expectation...