Brand Engineers—The Positioning Agency.

Brand Engineers focuses exclusively on developing and validating highly focused and differentiated positioning for new and existing Brands in the pharmaceutical and biotechnology industries, with a particular emphasis in specialty care.

Our process incorporates both qualitative and quantitative market research that allows for extensive and validated measurement of different positioning options and articulation/prioritization of supporting message elements. Our work is split between products in development and products that are currently in market, but may not be optimally positioned.

Clients bring us in to push their teams to think differently and outside the traditional comfort zone that so many pharmaceutical and biotech brands find themselves in today. Our senior staff applies decades of industry experience from both the product and agency sides to every project we service. Combined, we have participated in over 25 Brand launches and have extensive knowledge of a multitude of therapeutic classes.

Company Genesis

Brand Engineers was formed out of a collective frustration with watching millions of advertising and marketing dollars being misdirected to ineffective or unattainable Brand positions. In 2000, the founding partners were both engaged in heavy marketing initiatives for high profile Brands—one on the Client side, the other on the agency side. Previous work experience had left them in communication with one another and they found themselves consistently discussing their shared dissatisfaction with the way Brands were being created and driven in the pharmaceutical business. Over the course of these discussions, they determined that a fundamental marketing shortcoming in the industry was a lack of a methodical process for developing and codifying highly focused, differentiated Brand positioning.

Hence, a disciplined approach was delineated and Brand Engineers was born. Since 2001, we have been assisting pharmaceutical and biotech companies in identifying the optimal professional, patient, or global positioning for their Brands. From our inception, we have and will continue to perform our analysis from a 'tactic agnostic' viewpoint, which allows us to evaluate what's best for a Brand without the promotional prejudice that agencies and other firms often bring to their recommendations.