June 2009
  Also in this issue...
  OTC IN BRIEF
  Marketing & Media Movers
  Spending Review
  Perspectives on Books

The Power of Brand Positioning
By Mark Tosh of OTC Perspectives

The Inside story on how one marketing team worked with its advertising agency to build the powerhouse Mucinex Brand using smart positioning,
effective media planning and the Mr. Mucus icon. read more >>

Insights from Innovator Keith Lerner of Novartis Consumer Health
By Jennifer Haug of OTC Perspectives

OTC Perspectives interviewed Keith Lerner of Novartis Consumer Health to discuss 
some of his innovations, including Listerine PocketPaks. read more >>

Time for Plan B: Getting Back to Basics to Improve Performance
By Kevin Clancy and Eric Paquette of Copernicus.

When sals lag, marketers would be well-served by taking a closer 
look at the basicfundamentals of the strategy driving their adveritising 
decisions, primarily the targeting nd positioning that has been 
developed for their product. read more >>

Seeing Opportunity in the Recession
By Jim Lucas of

DraftfcbAs Economy Slows, Consumers Adjust As the lackluster 
economy forces consumers to adjust their typical shopping patterns, 
OTC Marketers should consider forging closer onnections with retailers, 
who have emerged as "choice editors" for shoppers. read more >>

Global Marketing: Sharing Best Practices
By Bart Adlam of EffectiveBrands

Is it Time for Best-Practice Sharing? Yes, Now More Than Ever.
In a troubled economy, global marketers must leverage winning
 ideas wherever they come from. read more >>

Missed Opportunities in Package Design
By Aubrey Ferguson of Davis

A review of product packaging across the healthcare space in North 
America reveals several missed opportunities for innovation. Here's 
a look at three of these opportunities to bring innovation to 
packaging. read more >>

Campaign Critique
By Bill Schley of DavidID and Bob Hogan of cognito! communications

Marketing Lessons Created By A Second-Grade Teacher 
The out-of-nowhere success achieved by Airborn is a remarkable OTC
case study whose lessons should be pondered by any serious
marketer. read more >>

Social Media
By Dorothy Wetzel of Extrovertic

Learning to Leverage the Love
In an increasingly digital-centric marketing world, successful brand 
communcation strategies are moving from jsut creating awareness to 
building advocacy for the brand read more >>

Career Coach
By Andrew Hayes of Russell Reynolds Associates

Take Action And Take Control
For job-seekerrs, times are tough. but there's no reason to panic. 
Good jobs are available for those who are prepared. read more >>

EYE ON THE HILL
By Jim Davidson Capital Hill columnist

Capital Hill columnist Jim Davidson reports on a possible FDA/FTC realignment that 
could change OTC regulatory oversight. read more >>

Perspectives on Books : The Brand Bubble
By: John Gerzma and Ed Lebar Joessy-Bass (2008)
Reviewed By: Robert Ehrlich of DTC Perspectives, Inc.

Marketers Must Prepare For Pending 'Brand Bubble'
Their basic premise is that, like the recent financial bubble, 
brand bubble is rready to burst.  read more >>