BrandTrust
Focussing on the Development of Attractive Brands

Health has become a mass consumption topic, where the boundaries between OTC and prescription or medicine and lifestyle are becoming increasingly blurred. This is why brands must be transformed from a pure marketing tool to a strategy and management instrument. They have to communicate and sell the full added value of the company’s performances while fulfilling the emotional needs and desires of stakeholders such as patients, pharmacists, and physicians along the value chain.

Helping pharmaceutical companies in this transformation of attitude and know-how is BrandTrust.

As the leading strategy consultancy out of German-Speaking Europe, BrandTrust focuses on the development of attractive brands. “We help pharmaceutical brands to position themselves in the market in a credible, attractive, and differentiating way, thereby ensuring future orientation, identification, trust, and desirability both internally and externally,” says Juergen Gietl, the Managing Partner at BrandTrust. With such a brand strategy, the future appeal of pharmaceutical products, services, and ecosystems can be systematically increased.

To unleash the full future potential of the customer brands, BrandTrust combines its business and brand expertise with proven change management methods and customer insights through state-of-the-art AI based data analytics. Further, with the company’s support, clients can just apply one easy-to-use operational brand management tool. As a result, they are able to relate each and every marketing activity or message on each and every internal and external brand touchpoint with the brand identity and brand strategy.

BrandTrust ensures the clients’ marketing department influences the brands’ attractiveness through culture, performance, or communications according to the brand identity and strategy requests. With the help of a participative, highly efficient strategy process, the company succeeds in convincing all the different stakeholders. BrandTrust leverages pleasure and substantial result orientation to define the brand identity, positioning, and strategy for corporate brands, product brands, and service brands.

With proven methods and expertise from over 1,500 projects, BrandTrust succeeds in winning over employees and managers for the idea of the brand, for the brand strategy. This results in brand-centric management of product and service innovation, as well as a brand-oriented culture development, communications, and other disciplines. Some years ago, one of the most established pharmaceutical brands in the German-speaking area, was taken over by an international pharma-group. The brand was confronted with the challenge of staying relevant in the future in combination with the new Brand Architecture of the mothers company. The plan of the mothers company was to use the Corporate Brand as an umbrella brand in the future. Therefore BrandTrust helped the German-speaking brand management to find a relationship with the mother company in the new brand architecture to be able to realize its business plans in future.

Having carved a unique niche, BrandTrust is gradually evolving into a brand-centric ecosystem, combining exciting new perspectives with its brand perspective. This ecosystem includes, for example, a trend agency based in Utrecht/NL, which is specialized in consulting on socio-cultural changes and their impact on brands. In addition, BrandTrust also has a very young partner on its side who helps with AI algorithms to analyze brands, markets, and target groups in real-time using digital data sources. “All these additional perspectives make us the first in the market to succeed in combining trends, real-time data, brand knowledge, interpreting the results holistically and use them for operational execution,” concludes Mr. Gietl.