At Vanguard, as our name indicates,
we’re continually honing our approach, ideas and tools.
We pride ourselves on our new thinking and our active participation
in industry debate and
dialogue. The following selection of articles showcases some
of the issues we’ve written about:
Pushing the boundaries of the 'research
quantifying the impact of strategic recommendations
ESOMAR conference paper, Barcelona
2005, Vittorio Raimondi, Nila Sanyal, Robin Cleland
This paper explains how the Competing
for Choice approach bridges the gap between market
research and strategy development. It is not just about producing
insights, but about translating
these insights into quantified brand initiatives.
Nine prescriptions for brand health
Market leader, Issue 24; Spring
2004, Robin Cleland, Lars Finskud, Vittorio Raimondi
Pharmaceutical companies are facing significant challenges,
and are going to have to think
and act differently to compete. This article describes why
branding is essential for pharmaceutical companies, and provides
nine branding guidelines.