8 Version 1.2 December 11, 2009 Pfizer Branding Guidelines / strategy and messaging Our Path Forward – The Next Step Our Path Forward – The Next Step articulates the essence of what we do. Its reach is broader than day-to-day activities. It conveys the strategic value of our organization and is consistently communicated by our actions and communications. It ensures that our audiences gain a true understanding of our purpose and a sense of our significance for world health.