Our Brand and Portfolio Planning Programs
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Annual Brand Planning
Set your brand’s strategic direction and achieve efficient team alignment with our tailored cross-functional approach. We empower your team to deliver a robust strategic framework and tactical plan optimized for executional excellence.
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Evidence Generation Planning
Strategically optimize the evidence supporting your brand to strengthen its value differentiation across the lifecycle. Our program enables you to identify and address key gaps in your plans, to ensure data delivered over time will accommodate anticipated external environment changes and continually maximize success for your brand.
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Scenario and Uncertainty Planning
Identify, prioritize and navigate mid to long-term risks and unknowns with our versatile and robust planning methodologies. We help you navigate uncertainty and build resilience at functional or cross-functional levels to deliver robust and durable strategy.
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Brand and Portfolio Strategy Development
The opportunities and challenges facing every brand and portfolio are unique and evolve across the lifecycle. Our experience enables us to understand the diversity of business situations and build bespoke solutions beyond our core programs. We support you and your team through strategy optimization across launch planning, positioning frameworks, geographic optimization, functional planning, best practices sharing, and beyond.
Programs That Are Designed To Solve The Challenges You Are Facing
Our Programs
Brand and Portfolio Objectives
Key Business Situations
Brand and Portfolio Objectives
Team-wide alignment on a strategic direction for the brand
Maximize your internal planning frameworks.
Translate brand strategies to deliver robust tactical plans
Target executional excellence.
Understand and navigate external and internal strategy drivers
Develop a strong foundation for brand plan development.
Key Business Situations
First iteration brand plan
Deliver robust strategy for a developmental asset preparing to launch.
Annual brand plan health-check
React to new learnings as external environment and internal dynamics evolve.
Translation of Global to Regional to Local brand plan
Optimize brand strategy and implementation across your organization.
Medical plan development and annual health checks
Bring alignment with your overarching brand strategy framework.
Brand and Portfolio Objectives
Support a differentiated value proposition through the product lifecycle
Optimize evidence generation accounting for anticipated market environment changes.
Optimize data generation strategy during post-launch critical period
Gather and analyze feedback from key stakeholders.
Inform evidence generation planning with emerging real world evidence
Understand market response to your launch.
Identify and address critical evidence gaps for ongoing value differentiation communication
Including gaps in clinical program and broader evidence generation activities.
Key Business Situations
First iteration evidence generation plan
Develop effective strategies regardless of an asset’s lifecycle stage.
Annual health-check to maximize value differentiation in the evolving environment
Pressure-test evidence generation plans for robustness.
Post-launch activity
Understand market response to your launch.
Ongoing through product lifecycle
Including gaps in clinical program and broader evidence generation activities.
Brand and Portfolio Objectives
Identify and prioritize mid- to long-term evolving market risks and opportunities
Ensure cross-team understanding.
Create a robust contingency and risk-mitigation plan for brand/ portfolio
To establish a durable strategy.
Proactively identify market-shaping activities for immediate consideration
To leverage future opportunities and optimize brand/portfolio success.
Align forecast assumptions with key uncertainties
Include internal, external and competitive uncertainties.
Key Business Situations
Prior to situation analysis in annual brand planning
Identify priority uncertainties and risks that should be considered in brand strategy.
Ongoing strategy pressure-test
To inform market monitoring/ CI activities.
Long-term brand/ portfolio planning
To develop and pressure-test core strategy and contingency plans.
Development/ pressure-test of forecast assumptions
Includes option to consider quantitative assumptions.
Brand and Portfolio Objectives
Brand and portfolio positioning framework
Lead development of brand and portfolio positioning strategy.
Portfolio planning
Multi-asset portfolio strategy development to optimize success across assets, coordinating brand-level strategies and optimizing synergies.
Medical planning
Enabling detailed medical plan development, aligned to commercial planning and delivery of overall strategic brand objectives.
Opportunity assessment
Develop disease area market models to assess commercial opportunities and guide strategic decision-making for assets.
Key Business Situations
Go-to-market strategy
Lead launch planning, from global cross-functional strategy to exploring market archetypes for optimal local implementation.
Geographic optimization
Identify and understand market archetypes to inform strategic portfolio focus, franchise investment, and resource optimization, aligned with local opportunities.
Internal capabilities optimization
Deliver bespoke training on key principles and considerations for strategic planning and lifecycle management.
Share of cross-market learning
Promote sharing of experiences, learnings, and best-practices to pressure-test and optimize tactical implementation.
AlignOn Brand and Portfolio Planning
Brand and Portfolio Planning
Evolution vs. Revolution: When is it time to make a radical change to a brand plan?
Enter: Annual Brand Planning – a targeted opportunity to pressure-test existing brand goals and overarching brand strategy in the wake of new learnings, shifts in the external landscape, and evolving
Brand and Portfolio Planning
Navigating the Late-Lifecyle: Transitioning Away From the Global Brand Plan
Explore a strategic shift in Late-Lifecycle with our insights. Is the global brand plan effective as your brand approaches maturity? Navigate change for sustained success.
Brand and Portfolio Planning
Managing Mid-Term Uncertainty: Building Longevity into Annual Brand Planning
Extend brand planning longevity with a future-focused approach. Navigate mid-term uncertainty for efficient, sustainable strategies.
Ensure Your Brand and Portfolio Strategies Are Future-fit
Our Brand and Portfolio Planning programs are tailored to help you optimize your brand and portfolio’s strategic roadmap. We provide the insight-led expertise and bespoke processes to enable you to navigate your unique challenges and capitalize on opportunities.
Key Experience and Expertise In This Area
We draw on decades of experience, and expertise in understanding the diversity of market situations. We apply our know-how to empower you to elevate your brand and portfolio performance.
