Brands that succeed are ubiquitous with their category, have a purpose that transcends the functional benefits, are trusted and loved. Knowing what space your brand occupies at each of these levels determines where to focus and how to unlock growth.
My specialty - translating the complex (like science, mechanism of action, or differentiation) into simple stories that consumers/patients not only understand but are motivated by, leading them to choose the brands we build together.
First - you need to know what makes you distinct in the eyes of the patient/consumer. Second - you need to understand what makes you different from your competitors. Third- you need to know how be relevant to connect what you do with what the patient/consumer wants.