Brand therapy.

“Smith has captured the new guide to brand relevance and sustainability.” - Pamela Winsor, Chief Marketing Officer Medtronic Canada“A masterclass in one book.” - Luciano Conde, CEO, Noventure“At last a book on marketing that perfectly fits the complexity and uniqueness of med tech and life sciences industries!” - Sandrine Letellier, VP Global Marketing, Smith & Nephew“I wish all our colleagues in the industry will make Brand Therapy their daily handbook.” - Anne Baille, VP Strategic Marketing“It\'s a must read for anyone who leads or works in Brand Teams.” - Craig Galloway, Associate Director International Marketing“Prof Brian Smith has condensed his 20 years of academic research into this step-by-step, brand strategy process which is tailored specifically for our unique customers and markets.” - Kashif Ikram, Senior Director EMEA MedtronicA must read for every marketing manager in the pharma or med device space.” - Linda Beneze, CEO, Monarch Medical Technologies“There is clarity in the ‘red thread\' that runs right through from understanding the environment to developing appropriate strategy and ultimately measuring the impact & taking the learnings of the tactics that are developed… with the specific relevance to pharma and medtech highlighted throughout.\' - Stephen Turley, Area Head, British & Irish Isle UCB Pharma“This book is written in such a way that it can be used as a ‘go-to\' guide for brand strategy definition, development and verification.” - Russell Watts, Director, Business development and Marketing, EMEAI SCIEX, a Danaher company“This valuable handbook is a 'must have, must read and must use' for any anyone who wants to be successful in building Pharma or Medtech brand strategies.” - Bharat Tewarie, EVP and CMO, UCB Pharma“Brian has translated the plethora of marketing literature into a healthcare context to make it relevant and current for the healthcare industry.” - Jens Thiedemann, Head of Marketing Europe, Daiichi Sankyo Europe“Simple and straightforward tools with lots of examples. Useful for beginners as well as experienced executives - an intelligent, accessible and comprehensive handbook."" - Yves Ottiger, VP Global Marketing & Sales, B. Braun.“Brand Therapy is the 21st-century strategic marketing Bible for pharma and medtech brand leaders and their teams.” - Philippe GHEM, Senior Director, Marketing Excellence and Multichannel, Grünenthal GmbH""Provides effective checks to ensure outcomes are based on critical thinking... a cr