Know-How Exchange : Branding

Reading isn't the way to gain a real understanding of the issues. People who have made the switch from FMCG to Pharma marketing -- particularly at senior levels -- don't usually write books or articles about which lessons translate from one industry to another and which don't.

What your friend needs to do is talk to people who have made that change. Have him/her develop a list of the key high-gain questions that a person who had made the transition could answer. Then identify a few of those folks and beg, borrow, steal, cajole (whatever it takes) 30-45 minutes with 5 or 6 of them. Ask the questions, listen carefully to the answers, and take detailed notes.

After the interviews, step back and review all the notes. That's where your friend will find the answers.

If it were as easy as reading about it, everyone would do it. It's not that easy. It's time for primary research.

P.S. A good place to find these folks is in executive networking groups like Netshare or Execunet. Kathy Simmons (at Netshare) or Dave Opton (at Execunet) might even be able to give specific referrals to clients (or former clients) who would be perfect for the interviews.