There is often confusion within Life Science organisations about the difference between strategy, branding and marketing. Should organisations be doing all 3 and who should be responsible for each? While strategy has mainly focused on achieving competitive advantage and marketing has concentrated on driving sales, the sources of competitive advantage have shifted bringing strategy and marketing closer together with a common purpose to better serve the customer.
- How strategy, branding and marketing can complement each other to deliver business success;
- Where strategy ends and marketing begins and why finding common ground is critical;
- The role of strategy in getting branding right.
- The difference between branding and product naming and when to use each.