GravityTank: Brand Positioning (Pharma)
Client: GravityTank Innovation Consultancy (later acquired by Salesforce)
Brief: Based on scientific & pharmaceutical research about a drug that can positively impact both heart health and cognition, conduct consumer labs and research to develop a line of potential products (complete with product branding and copy) targeted to different segments (i.e., women, seniors, cardiac patients, etc.)
Response: Key writer/strategist in building brand positioning for heart health/cognitive supplement for Fortune 50 pharmaceutical/biotech client. I worked closely with an in-house GravityTank team comprised of marketing strategists, designers, creative directors and researchers to conduct an intensive daylong consumer lab (i.e., focus group), then assess findings and develop “marketing pillar” and potential product copy appropriate to the supplement marketplace. Work also included writing value propositions, generating proposed product names, live-ideating during working sessions, creative conception, and multiple rounds of rewrites in response to regulatory, clinical and marketing information from key stakeholders.
