Lantheus Medical Imaging - Lantheus Medical Imaging
The CompanyLantheus Medical Imaging, Inc., creates and provides medical imaging solutions. The company discovers, develops and markets innovative medical imaging products.
The Task
When Bristol-Myers Squibb (BMS) Medical Imaging was acquired by private equity firm Avista Capital Partners, a new corporate identity was required. Having worked closely with BMS Medical Imaging for the past six years on numerous initiatives, Addison Whitney understood the corporate culture and was tasked with rebranding the company.
The Addison Whitney Solution
Verbal Branding
Given a very limited period of time before the announcement of the new name, Addison Whitney delivered corporate name candidates that fit the intended positioning of the new company. The company describes the origin of the selected name, Lantheus, on its new website.
"We are proud of our company’s new name and its meaning. Leading the word Lantheus is the root word “lantern,” which connotes illumination and discovery. The “-eus” suffix is powerful, communicating strength and leadership with its echo of the names of mythological gods. And the word “us” is incorporated in that suffix—appropriate because our success is inextricably linked with that of our customers and each other, as well as the care of the patients we ultimately serve. Our new name retains the phrase “Medical Imaging,” which underscores our continued commitment to diagnostic medicine."
The name Lantheus thoroughly fulfills the positioning requirements of the new brand.
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