A brand is a person’s gut feeling about a product, service, or company.

What’s the average person’s gut feeling about pharma today?

When enough individuals arrive at the same gut feeling, a company can be said to have a brand.

A brand is not what you say it is. It’s what your CUSTOMERS say it is.

What are people saying about pharma?

TRUST is the ultimate shortcut to a buying decision, and the bedrock of modern branding.

How do the recent Pfizer and Lilly billion dollar settlements affect the industry’s trust and brand?

Does anyone care?

Postscript: Pfizer’s Kindler advises executive soul-searching- Fierce Pharma http://bit.ly/7yMid3 – via @cafepharma

Source: The Brand Gap: Expanded Edition