Listen now | In my recent conversation with Larry Kaplow, we talked about brand strategy in the life sciences, why, when and how. Defining Brand Strategy We kicked off the discussion by defining brand strategy. Larry emphasized the danger of not having a strategy. In a world inundated with information, a brand must cut through the noise and make its value clear. Even if a company has groundbreaking technology, it’s easy to be overlooked if the brand strategy isn’t aligned with the audience's needs. He stressed that people—whether researchers, investors, healthcare professionals, or patients—are primarily concerned with their own interests.