In pharma, a return to the purpose-driven “branded house” | WARC | The Feed
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In pharma, a return to the purpose-driven “branded house”
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...
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