It can be tough to get front-line employees to buy into brand messaging when you’re running one company. But that intensifies when two companies are merging. A merger has the potential to turn into a struggle to claim valuable turf, but these territorial disputes undermine what should be a time of unification. The best mergers aren’t about winning or losing; they’re an opportunity to form a new identity greater than the sum of its parts. Every party involved should work together to find a “third way”: a new set of principles that reflect the collective strength of the two companies. Read the full article here.
All pharmaceutical products “work.” That is the first lesson we learned about pharma marketing when conducting a Brand Transfer Study