We took upon a brand challenge of a big player in the pharmaceutical industry, the acquisition of Schering-Plough by Merck.
Could Merck leverage this challenge to emerge with a renewed brand character? How will a brand consultant establish synergy with the company’s leadership to pull this off?
We profiled the company, its history, leadership, competitors, and audiences, articulated Merck's brand positioning, and vision and unveiled the brand's compelling truth.