One of the most important findings in any brand positioning work is the understanding you gain in how to frame a clinical problem in the most compelling way that your brand can uniquely solve. This framing of the problem is the introductory paragraph of your brand story. Once you frame the problem correctly, the story begins to flow in the direction of what the brand can provide that will address or solve the problem, followed by the reasons to believe. It is a major misstep to envision a powerful story but lack the ability to tell that story because of missing data. With early engagement key elements of that story could be proven by clinical data if the Phase III trials were staged in a way that could support desired positioning.