fbpx

BRAND STRATEGY

Pharma giant on plans to ‘future-proof’ and ‘humanise’ its brands

By our News Team | 2021

Global CMO for GlaxoSmithKline gives details of the way the company nurtures its brands in order to be more ‘human.

GlaxoSmithKline, the multinational pharmaceutical company, says is it on a mission to break down silos within its organisation. To achieve this, it is using a central cross-functional team to ensure its brands remain ‘future-proof’ and connected to the business’s core purpose.

The company’s Global Chief Marketing Officer, Tamara Rogers, gave details during a recent presentation to the Institute for Real Growth, a Dutch-based non-profit consultancy that promotes the concept of ‘humanised growth’. 

According to Rogers, brands within the GSK portfolio collaborate in an effort to deliver marketing messages that are ‘with humanity’ rather than ‘for humanity’.

“We have an internal agency team with real marketing experts that work with our brand teams whenever they want to do a refresh in ‘brand heart’,” she explained.

Brand Strategy

Photo by Ian Wilson via Wikipedia

We are continually future-proofing brands

“When we want to modernise them, that team comes in, works with the brand team and helps make sure we’re continually future-proofing our brands. We’re very excited about this opportunity to infuse humanity into the brands and into the teams.”

Rogers noted that the CMO role within the company had expanded over the years into one that assisted in “joining dots and pulling teams together”, as there were traditionally too many silos within the business.

“Now it’s about collaborative teams, agile working, bringing in the right ingredients into the team at the moment that you need them. And so we’re now trying to think about how we can break down some of the silos and get the teams working together.”

She added: “We’re thinking more about how we are designing the experiences that a consumer has along their health journey, and where we then make sure we’re doubling down so that health journey helps them get to a better outcome.” 

“But it requires this cross-functional group to really come together, because experience is everything. From flipping open the cap of Voltaren and how you apply it, all the way through to buying it in-store and experiencing content online from Voltaren’s at-home exercise programme.”

Social Media

Social Media

Utah is the first state to heavily curb minors’ access to social media, but others may follow with even stricter laws.

Read More »
Supply Chain

Supply Chain

Businesses can make more accurate predictions about demand, optimise their operations and make better decisions about inventory management.

Read More »
AMC News

AMC News

High-level Chartered Marketer (Africa) programme equips marketers to operate successfully in the continent’s complex and diverse markets.

Read More »
Content Marketing

Content Marketing

Why do some articles captivate readers and encourage them to keep reading, while others make them lose interest after just a few sentences?

Read More »
Digital Marketing

Digital Marketing

Analysis finds social media used by less than 4% of people, while mobile phone connections are equivalent to less than 60% of Malawians.

Read More »
E-commerce

E-commerce

E-commerce giant is yet another tech company that is finding the market increasingly tough. It has already cut 18,000 jobs.

Read More »
Customer Data

Customer Data

Survey finds 60% of marketing leaders believe collecting customer data while balancing privacy and customer value is now more challenging.

Read More »
Consumer Health

Consumer Health

It is not sufficient for consumers to want to decrease sugar intake. Brands should offer appealing products that help reduce consumption.

Read More »
Influencers

INFLUENCERS

Some influencers, themselves sufferers of an ailment, give well-intentioned advice. Others are paid to do so. The consequences are concerning.

Read More »