THE BRAND PLAN

The Blueprint of every brand.

Friends, have you noticed over this years that a few companies rise like the Indian Rope and then they are lost as if they were never in the race. For example, Cadila Pharma: Once a 7th ranked company (1998-99) and within a decade, its nowhere to be seen.

I have been a part of the PMT there during the sinking times. I am convinced that weak and directionless leadership has been the reason behind its fall. The fall of the companies is synonym to the falling and failing brands.

And hence, I also believe that PMT across companies have been the ones who lead therapy baskets, then divisions, SBUs and ultimately the big corporates. Don't you think that the Indian Pharma PMT should have a larger say when its comes to brand strategies rather than being mere followers of the whims and fancies of the so called "Strategists"?

I would like to have your views on the diminishing significance of "The Brand Plan". How can it be effectively used as a tool to bring out the real brand manager and thus the leader, in us?

I think its the only tool left to streamline all promotions leading to better branding and overall growth and development of us. I NEED YOUR COMMENTS!