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The first rule of Fight Club … Oops, wrong blog. Start again … The first rule of marketing to a targeted audience is knowing it well. A simple rule for sure, but one that, unfortunately, often falls behind the crafting of the message to that audience.

“[I don’t] give a damn for a man that can only spell a word one way.” Bold, and surprising, words coming from one our country’s most famous writers, Mark Twain. With all due respect to Twain, we disagree. In business, spelling is more than the correct ordering of letters on a page – it’s your credibility, your professionalism, and your brand on the line.

“Less hoodies, more lab coats,” said PhRMA President and CEO, Steve Ubl as he smirked at his clever delivery to CNBC anchors. In a crisis situation, companies have the options to stay silent, deny, counterattack or reframe. But, while pharma's reframing media strategy is clear, Ubl’s execution misfired.