The pharma sector and the search for emotional branding

The pharmaceuticals industry is bland, defensive and fails to foster loyalty among its customers. These were some of the thoughts going through the mind of brand design guru Jonathan Sands, chairman of Elmwood, a design consultancy as he sat through the Economist Pharma Summit earlier this year.

"The more I listened to guys from big pharma the more I heard a recurring theme," says Mr Sands, whose consultancy has worked with some of the world's best-known retail, consumer and corporate brands. "They were worried about their patents running out, the rise of generic drugs."

Worse still, Mr Sands observed, was that the major companies appeared somewhat paranoid about their public image. "They thought that they were almost seen as being worse than bankers. I found it quite incredible—here was an industry doing research to help people have better lives, a front-foot industry talking on the back foot, relying on patents to protect their revenue streams," he says.

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