Brand in Motion

A short branded animation is a good tool to be used at scientific meetings, round tables and booths.
A nice cost effective option is to create an animation from existing brand images and materials and add to them motion, text messages and music.

Here is a good example of such a brand animation that was created for the Reptiva drug and worked well to bring the brand to life.




Gilad Karni

Pfizer Intranet Portal

Appropriate brand strategy applied to products, projects and corporate are an obvious must. What about internal tools? They should not be ignored. Careful planning and brand objectives are relevant here as well, and the relation with the external brands should be considered too.

A good example for brand implementation of an intranet portal is the one applied by Pfizer for its manufacturing colleauges. A case study is presented by The Archer Group - the marketing agency.

Gilad Karni

Brand Family or Separated Brands?

You have a drug or a medical device which deserves and needs a strong brand recognition. And then you have the research and/or technology that supports the drug or device that can enjoy branding in its own right...

Should they have completely separated branding or related branding?

Technology and research form the scientific and medical support for the product. Bold branding of it might seem inappropriate. However, a recognizable connection between the product and its scientific foundation provides a strong link to the most important messages of the brand.

I think such cases need careful examination. There is no one right answer. The right approach depends on the therapeutical area, the type and scope of studies, and the strength of the existing brand, among other things.



For Saizen, a growth hormone made by Merck Serono, the approach to build a strong family brand was a good solution. The branding of scientific projects with relation to the brand family meant an immediate differentiation. In the mind of physicians, there was a strong relation between Merck's product and significant research.

Gilad Karni