Cross-functional brand teams comprise people from a variety ... One company had six different layers of strategy, which was confusing for contributors and readers. Additionally, the planning ...

Today, pharma brand planning teams can benefit from ... the pharmaceutical industry and new ways of creating cross-functional brand strategies in a competitive pharmaceutical setting.

The core strategies include organization and culture, functional capacities, brand relevance with three main consumer groups (heritage, Millennials and Generation Z customers), customer focus ...