Imagine that you are looking for a new job. You do your orientation, create a preference list and make a few calls for more information. Strong possibility that within no time your mailbox is crammed with brochures. All nicely decorated. All with beautiful pictures. All nicely pressed. All A4. Nothing wrong with that. But not distinctive.
Novartis China made also a new brochure. Including photos. Also nice printed. Only not just another glossy A4 brochure, but a never before used format. And packaged in a special way so you instantly know where you are: in the world of pharmacy. The employer branding brochure for Novartis is not greater than 6 x 12 inches and is packaged in a drug case. This is not only very Novartis. It is especially very striking.