{"id":987510157,"date":"2024-02-14T10:57:16","date_gmt":"2024-02-14T10:57:16","guid":{"rendered":"https:\/\/branding-science.com\/?p=987510157"},"modified":"2025-05-01T14:52:44","modified_gmt":"2025-05-01T14:52:44","slug":"les-lois-immuables-de-la-planification-de-la-marque","status":"publish","type":"post","link":"https:\/\/branding-science.com\/fr\/les-lois-immuables-de-la-planification-de-la-marque\/","title":{"rendered":"Les lois immuables de la planification de la marque"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.23.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.23.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.23.1&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_image src=&#8221;https:\/\/branding-science.com\/wp-content\/uploads\/2024\/02\/Immutable-laws-of-brand-planning-banner.png&#8221; alt=&#8221;Clinical trial insights&#8221; title_text=&#8221;Immutable laws of brand planning-banner&#8221; align=&#8221;center&#8221; _builder_version=&#8221;4.23.1&#8243; _module_preset=&#8221;default&#8221; border_radii=&#8221;on|20px|20px|20px|20px&#8221; box_shadow_style=&#8221;preset1&#8243; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][et_pb_text _builder_version=&#8221;4.23.1&#8243; _module_preset=&#8221;default&#8221; text_font=&#8221;|300|||||||&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p>You might find this controversial, confirmatory or somewhere in between, but here are our 10 immutable \u2018laws\u2019 of pharmaceutical brand planning:<\/p>\n<p><strong>1. Most teams see brand planning as a chore<\/strong><\/p>\n<ul>\n<li>Team members have other things to do (or that they would rather do) and brand planning gets in the way<\/li>\n<li>The inclination might be to dust off templates and change the date &#8211; but that won\u2019t cut it: templates are there to support thinking<\/li>\n<li>Creating a great brand plan is a core part of being a marketeer \u2013 this should energise and excite you!<\/li>\n<\/ul>\n<p><strong>2. The rationale for doing brand plans is often poorly sold internally<\/strong><\/p>\n<ul>\n<li>Plans should be exciting and engaging \u2013 all too often they are seen as a template completion yawn fest required to get the budget to do what you want to do<\/li>\n<li>Plans (or derivatives of plans) are used to:\n<ul>\n<li>Engage and align a team<\/li>\n<li>Secure funding<\/li>\n<li>Act as a repository of information<\/li>\n<li>Force discussion and critical thinking<\/li>\n<\/ul>\n<\/li>\n<li>Senior leaders should engage the organisation on the importance of brand planning<\/li>\n<\/ul>\n<p><strong>3. Shiny toys take precedence over solid strategic planning<\/strong><\/p>\n<ul>\n<li>Teams bend over backwards to demonstrate \u2018innovative thinking\u2019 &#8211; this is great and to be encouraged, but not at the expense of doing the basics well<\/li>\n<\/ul>\n<p><strong>4. No-one ever, ever, checks whether you implemented what you said you would the previous year<\/strong><\/p>\n<ul>\n<li>Start plans by saying what was implemented last year, what you learnt and how it informs this year\u2019s plan<\/li>\n<li>But just like they say in investing, past performance is not an indicator of future success: because it worked last year doesn\u2019t mean it will work again this year<\/li>\n<li>Agile working can mean that implementation is checked on a regular basis, baking in the checking process<\/li>\n<\/ul>\n<p><strong>5. Ownership of the brand plan is diffuse<\/strong><\/p>\n<ul>\n<li>&#8230;and the owner should be the most senior person on the team &#8211; sorry<\/li>\n<\/ul>\n<p><strong>6. The strength of, and alignment within, the cross-functional team determines the strength of the plan<\/strong><\/p>\n<ul>\n<li>Great brands are not the product of one person, it\u2019s a collective effort. Coordinating input from cross-functional team members and affiliates is critical for success<\/li>\n<li>Building relationships and understanding individual strengths is key to this<\/li>\n<li>Be purposeful and planned when you get together \u2013 there is nothing worse than pointless meetings<\/li>\n<\/ul>\n<p><strong>7. If it\u2019s not included in the plan, it hasn\u2019t been thought about enough<\/strong><\/p>\n<ul>\n<li>All the relevant components of the plan to be included somewhere (even if it\u2019s in the appendix) \u2013 if it\u2019s not, then it hasn\u2019t been thought about enough<\/li>\n<li>Just saying \u2018we know the competitor landscape hasn\u2019t changed and we don\u2019t need to include it\u2019 is lazy and could catch you out<\/li>\n<\/ul>\n<p><strong>8. Marketeers are not around long enough to see the impact of the plans they create<\/strong><\/p>\n<ul>\n<li>Marketeers are an ambitious bunch and are likely to have moved on to a new role before the plan is fully implemented<\/li>\n<li>The team that did it last year will be 50% different this year<\/li>\n<li>Given the churn, brand planning should begin by bringing the team together and aligning on team strengths, weaknesses and ways of working<\/li>\n<\/ul>\n<p><strong>9. Senior opinion trumps junior opinion<\/strong><\/p>\n<ul>\n<li>You might have really put in the hours on your plan, but your boss or boss\u2019s boss can over-rule your elegant thinking on a whim<\/li>\n<li>Bringing senior stakeholders on the journey as the brand plan is developed is critical for success<\/li>\n<\/ul>\n<p><strong>10. It takes a lot longer than you think<\/strong><\/p>\n<ul>\n<li>Engaging a cross -functional team is a concerted effort \u2013 coordinating diaries across the globe can be a nightmare \u2013 start early!<\/li>\n<li>You need to make time to think about the plan \u2013 and to understand what it is actually for at the start<\/li>\n<\/ul>\n<p>The 11th law for launch products\u2026<\/p>\n<p><strong>11. Launch plans always say that the product will be no. 1 and\/or a blockbuster<\/strong><\/p>\n<ul>\n<li>Check your ego and be realistic<\/li>\n<\/ul>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>You might find this controversial, confirmatory or somewhere in between, but here are our 10 immutable \u2018laws\u2019 of pharmaceutical brand planning: 1. Most teams see brand planning as a chore Team members have other things to do (or that they would rather do) and brand planning gets in the way The inclination might be to [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":987510167,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"<p>Here at Branding Science we have been fortunate to assist numerous companies in conducting advisory boards, fostering many insightful discussions with a range of healthcare professionals.<\/p><p>However, these conversations aren\u2019t always a breeze! That\u2019s why we\u2019ve distilled some of our key strategies to ease tension and promote fruitful discussions during ad boards.<\/p><p>In our latest article, we\u2019ve shared our top seven tips to bear in mind if you want to conduct a successful ad board.<\/p><p>To read our thoughts in full, <a href=\"https:\/\/branding-science.com\/\/wp-content\/uploads\/2023\/11\/HCP-meeting-PDF_V1.1.pdf\" target=\"_blank\" rel=\"noopener\">click here<\/a>.<\/p>","_et_gb_content_width":"","footnotes":""},"categories":[18,1],"tags":[],"class_list":["post-987510157","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Immutable laws of brand planning | Branding Science<\/title>\n<meta name=\"description\" content=\"You might find this controversial, confirmatory or somewhere in 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