Join us for an exclusive webinar with PAGB associate member Cornerstone.
In today’s highly competitive OTC (over the counter) healthcare market, short-term tactics often dominate brand plans. With pressure to deliver immediate sales, many businesses lean heavily on performance marketing, but is this at the expense of long-term growth?
Cornerstone’s white paper explores how UK OTC brands can achieve both short- and long-term success by building a distinctive, emotionally resonant brand, while leveraging the right mix of channels to support immediate activation. Drawing on the proven principles of brand growth, including Field & Binet’s Excess Share of Voice (ESOV) theory – that if a brand increases its share of voice, it could result in market share growth – they examine how sustained brand investment translates to market share gains.
Key themes that this webinar will explore include:
- Defining your brand’s identity and position in a crowded and often commoditised category
- Mapping the competitive landscape to identify unmet needs and white space opportunities
- Understanding your customer through segmentation and behavioural insights
- Selecting the right channels such as digital, PR and out-of home, to match brand maturity and audience behaviour
- Bringing it all together with an integrated strategy that balances emotional brand-building with rational performance marketing
Whether you’re launching a new product or trying to reinvigorate a heritage brand, this webinar will provide strategic and creative insight to help you grow your brand with confidence – not just this quarter, but for years to come.
