Branding is Our Passion

But what good is your passion if you can’t share it with others? Dig into our thinking below, and let us know what you think.

Building Your Brand’s Ecosystem [Video]
Building Your Brand’s Ecosystem [Video]

Why do you matter to your customers? Here's why creating a distinctive, authentic and compelling brand in today's world is so important.

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How Names Go From Weird to Wonderful [Video]
How Names Go From Weird to Wonderful [Video]

Do you remember the first time you heard the word Swiffer? Skype? What about Tic Tac? They were new words, created by marketers to embody the brand of a new product or service. Now they have become familiar to most of us. So, how does this happen?

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first impressions
Naming Regulatory FAQ’s Answered [Video]
Naming Regulatory FAQ’s Answered [Video]

Get answers to common regulatory questions asked in healthcare and pharmaceuticals. We detail challenges around nonproprietary and proprietary drug naming

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Evaluating Brand Health with Brand Tracking Studies
Evaluating Brand Health with Brand Tracking Studies

To understand your brand and measure its success, you must consistently conduct research with the most relevant stakeholders. Through brand tracking studies you’re able take into account the following measures: brand awareness, brand relevance, benefit believability, brand loyalty, and brand associations.

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Branding Biotech
Drug Names are Weird. Here’s why.
Drug Names are Weird. Here’s why.

Drug names are weird, because they work and get approved. So throw out what you *think* you want in a name and work with a team who understands how to creatively and successfully navigate global regulatory restrictions in pharma.

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Your Brand’s Guide to Corporate Change
Defining the Partnership Between Marketing and Legal
Defining the Partnership Between Marketing and Legal

Finding someone to create names is easy – but for a successful outcome, you need an experienced, skilled branding partner adept at managing both creative and legal pathways.

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why branding?
Give them something to say: Two strategies for developing memorable brand names
Give them something to say: Two strategies for developing memorable brand names

How do you create a brand name that sticks? Are there tools or insights that will help create memorability with your customers? The answer is yes!

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Branding Biotech
Why Brand Names Matter: Sound Symbolism
Why Brand Names Matter: Sound Symbolism

In a society so bombarded with choices, it can sometimes be difficult for brands to stand out. A strategic method for grasping attention is to capture them in one of their first interactions with your company or product: the brand name.

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Understanding Human Factor Studies
Understanding Human Factor Studies

Human factor is a term used to describe the application of the knowledge of human abilities and limitations to the design of medical devices. Why is the FDA concerned with studies of human factors? Human factors influence the safety and efficacy of a device. Failures in the use of medical devices are often not the fault of the device itself but how humans interact with it. Addison Whitney’s center for regulatory guidance series it’s not that complicated looks behind the curtain, and breaks down the common questions and challenges around gaining regulatory approval.

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Branding SaMD
Branding SaMD

Of course you know about Software as a Product (SaaP). These days, you may even regularly use Software as a Service (SaaS). But one of the fastest-growing technology areas is Software as a Medical Device (SaMD). With healthcare at the forefront of many people’s minds, creation of wellness solutions is becoming a highly competitive space.

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logo design
Market Research – An important component of a holistic brand approach
Market Research – An important component of a holistic brand approach

When developing a new brand, name, or logo, it may seem like there is one obvious choice of decision-making criteria that should be the main determinant. In reality, there is a whole tool box of decision-making criteria that a company should consider and weigh to make final decisions around their brand.

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Your Guide to PDUFA
Your Guide to PDUFA

Are you struggling to understand the timing required to get a brand name approved? Or the considerations to take after a rejection, withdrawal or proposal of a new name? The answer to these questions and related questions is – PDUFA!

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Finding the Value in Clinical Trial Branding
Building Brand Momentum: Your Asset, Your Story.
Building Brand Momentum: Your Asset, Your Story.

We recently read an article that stated “branding is something you do after someone has bought from you, rather than something you do to induce them to buy from you” – and we take issue with that statement.

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Branding Biotech
The Journey to Unique Medical Insights: Prioritizing Patient-Focused Research
The Journey to Unique Medical Insights: Prioritizing Patient-Focused Research

In a world completely inundated with information, where voices struggle to be heard over one another, it has become increasingly common that we marginalize the perspectives that deserve to be the loudest ones heard.

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Catching the Consumer's Eye
Function or Feeling – How Will You Position Your Brand?
Function or Feeling – How Will You Position Your Brand?

When creating your positioning strategy, there are two main aspects to use as starting points – function or feeling. But which one’s right for your brand?

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new perspective
Be Different. The Benefits of a Blank Canvas Naming Strategy
Be Different. The Benefits of a Blank Canvas Naming Strategy

Too difficult. Unoriginal. Hard to remember. These are the words that no company wants to hear about their latest brand name. This is especially true in the pharmaceutical industry, where the name of a drug is crucial to its approval and success. How can a blank canvas naming strategy address these concerns?

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Color and your brand
Debranding: When Less is More in Logo Design and Visual Branding
Debranding: When Less is More in Logo Design and Visual Branding

As brands and logos have evolved over the last several years, it’s become evident that simplicity and minimalistic design are key directions for modern brand marketing.

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why branding?
How to Build Your Corporate Identity
How to Build Your Corporate Identity

Learn how the alignment of brand and business strategy can enliven internal teams, sharpen external communication and unleash market success.

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Color and your brand
The Big Transition: What to Do with Your Brand Following a Merger or Acquisition
The Big Transition: What to Do with Your Brand Following a Merger or Acquisition

How your brand presents itself through the transition could make a big impact on both customers and employees.

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colorful building
What Makes a Meaningful Brand?
What Makes a Meaningful Brand?

A brand is a vessel carrying values and beliefs that consumers associate with a product or service, but it doesn’t start out that way.

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Stay Informed: Review the EMA NRG’s Latest Guidance
Stay Informed: Review the EMA NRG’s Latest Guidance

In June the EMA NRG held their annual meeting to discuss guidelines, best practices and trends for invented name submissions. Review our summary to stay up-to-date on the latest changes.

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Does Artificial Intelligence have a place in Name Development?
Does Artificial Intelligence have a place in Name Development?

If AI is the wave of the future, we must keep in mind the shortcomings: right now smart computer systems only consider the tip of the iceberg when it comes to drug naming.

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cells
Naming biosimilars – regulatory guidance you need to know
Naming biosimilars – regulatory guidance you need to know

Biosimilars are one of the most exciting breakthroughs in the pharmaceutical space in years, providing an entirely new category of products to reach patients. But with this new innovation comes new branding challenges.

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Drug Name Development: Regulatory Changes You Need to Know
Drug Name Development: Regulatory Changes You Need to Know

2017 was a busy year for regulatory updates. Download our webinar to learn more about the changes we saw within the FDA, EMA and Health Canada.

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Your Brand’s Guide to Corporate Change
Your Brand’s Guide to Corporate Change
Your Brand’s Guide to Corporate Change

Mergers, acquisitions, restructurings – don’t let your brand suffer during times of change at the corporate level.

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Branding Biotech
Branding Biotech – Communicating the Brand’s Point of Differentiation
Branding Biotech – Communicating the Brand’s Point of Differentiation

How to build a brand in a way that successfully communicates the previously unseen nature of innovation? The answer can be found in one word – differentiation.

Find out how to build your brand’s differentiation
man on mountain risk vs reward
Risk vs. Reward in Pharmaceutical Brand Naming
Risk vs. Reward in Pharmaceutical Brand Naming

Do you choose a name that is “safe” and has a good chance at regulatory approval, or to take the more “risky” route, with a name that might have a more difficult time getting approved but stands out?

Which route should you take?
colorful building
Relationship Building Through Brand Architecture
Relationship Building Through Brand Architecture

Just like you wouldn't build a house without a blueprint created, you shouldn't build a brand without a brand architecture strategy in place. Find out why this strategic brand element can drive all of your brand development decisions.

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Finding the Value in Clinical Trial Branding
Finding the Value in Clinical Trial Branding
Finding the Value in Clinical Trial Branding

Branding clinical trials helps you begin building equity in your clinical asset in its earliest phases of development. Find out how this benefits you, your patients and even investors.

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why branding?
How We Answer the Question: “Why Branding?”
How We Answer the Question: “Why Branding?”

Creating and growing any business is a process that can take large amounts of time and energy to achieve – that’s a given. It’s a question we hear all of the time – “why do I need to create a brand? Why branding?”

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Inside Therapeutic Area-Specific Brand Names
Inside Therapeutic Area-Specific Brand Names
Inside Therapeutic Area-Specific Brand Names

Creating a brand name with links back to the science of the product holds a number of benefits and advantages across your brand.

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restarting
Evaluating Your Brand – Do You Need a Refresh?
Evaluating Your Brand – Do You Need a Refresh?

Is there something “off” with your brand, and you can’t figure out what it is? Chances are, your brand is in need of a refresh.

Evaluate your brand’s status
science of logo design
The Science of Logo Design: How Much Can a Logo Impact A Brand?
The Science of Logo Design: How Much Can a Logo Impact A Brand?

Is it possible to convey both competence and warmth in a logo? Unity and inclusion? Strength and kindness? The answer to all of the above is yes and no. It’s certainly possible for a logo to convey any or all of those things – just not on its own.

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new perspective
11 Most Asked Pharmaceutical Branding Questions Answered
11 Most Asked Pharmaceutical Branding Questions Answered

We’ve compiled answers for the 11 most frequently asked questions surrounding pharmaceutical branding we receive today to help you with your next project.

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Catching the Consumer's Eye
Visual Market Research at Work – Catching the Consumer’s Eye
Visual Market Research at Work – Catching the Consumer’s Eye

How often have you scanned the store shelves looking for a product, and a particular one caught your eye, making you stop, do a double-take or spend a few additional seconds focusing on that one product before moving on? Well, those few seconds and that additional look were not a coincidence.

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The Two Sides of OTC Drug Name Creation
The Two Sides of OTC Drug Name Creation

Naming an OTC drug product is the rare instance in pharma naming when pre- and post-launch planning are so closely intertwined, which can pose some challenges. But it can also some uniquely interesting opportunities. What do you need to keep in mind when working on this type of product?

Let us tell you
first impressions
Making a Strong First Impression: 5 Benefits of Clinical Trial Branding
Making a Strong First Impression: 5 Benefits of Clinical Trial Branding

It has been said that you never get a second chance to make a first impression. For many new assets the clinical trial stage of development is that first impression, a chance to ensure that moving forward, their brand is set up for success.

Ensure your brand’s first impression is positive
Color and your brand
Color and Your Brand: How do Your Color Palette Choices Impact your Visual Branding?
Color and Your Brand: How do Your Color Palette Choices Impact your Visual Branding?

How can your colors push your brand forward, and what do you need to keep in mind when making decisions about your color palette?

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Three Questions to Ask when Determining Your Pharmaceutical Brand Name Strategy
Three Questions to Ask when Determining Your Pharmaceutical Brand Name Strategy
Three Questions to Ask when Determining Your Pharmaceutical Brand Name Strategy

When creating a pharma brand name, the thin line must be walked between creating a name that will have both a strong opportunity for regulatory approval and the recipe for market success.

Find out which questions you should be asking
Two Years Later: The Impact of the Health Canada Regulatory Changes
Two Years Later: The Impact of the Health Canada Regulatory Changes

In the summer of 2015, Health Canada released an updated guidance for their name submission process. Almost two years later, found an impact that goes beyond the Canadian pharmaceutical market.

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