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GSK unveils purpose-driven strategy as it moves away from functional messaging
GSK’s global consumer health CMO says the introduction of its ‘Brands with Humanity’ positioning is already having an impact as it looks to close the gap between selling products and solving consumer problems.
GlaxoSmithKline (GSK) is looking to “close-in” on untapped potential to grow market share by differentiating itself from the “cold” and functional messaging prevalent in the pharmaceutical sector.
