“Had an understanding of the nature of brands been more widespread, the theory of the Unique Selling Proposition could never have...

In healthcare, social responsibility is more than just a box-ticking exercise to satisfy investors, it’s at the heart of the industry.

Airbnb was founded in 2008. In 2022, it achieved profitability for the first time in the company’s history (a pretty handsome $1.9b to be...

The pandemic changed healthcare. It also changed pharma's approach to marketing medicines. It was the kick up the backside the industry...

In pharma, we have historically used ‘share-of-voice' as a lead measure of commercial success. As they say, what you measure is what you...

One of the most memorable things advertising can do is make someone laugh. Marketing effectiveness aside, in healthcare, humour can do so...

Historically, Pharma has adopted a house of brands approach. Where individual product brands take prominence over the company or...