When and why did pharmaceutical brand names become so weird? Generic drug names need identify their underlying chemistry, so they aren’t intended to be understood by patients. But you’d think that their brand names, which are so broadly advertised to potential users, would describe or at least suggest what they do as simply as possible.
Read MoreIt can be challenging to find the right name for clients when they ask for a ‘descriptive name.’ Descriptive names are often requested because they’re easily understood and they reinforce rather than compete with a company or product line masterbrand.
There are different types of names on the trademark spectrum from generic to descriptive to suggestive to fanciful/arbitrary. And there are different types of descriptive names as well.
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When two companies come together in a merger or acquisition, one critical decision is what to name it.
Essentially, there are four alternative approaches, each with pros and cons depending on the situation. Sometimes the decision comes to be at the outset of the deal. Other times it may take years and twists and turns to get there.
Read MorePartnerships are a reality and necessity in healthcare today. Companies of every kind, such as hospital systems, insurers, outcare facilities, physician practices, etc., are joining together with the goal of providing better outcomes, increasing reach, sparking innovation, upgrading services, and improving economics.
Read MoreLet me start by saying that I understand the challenges of naming new drugs. During my 35 year career as a naming professional, I’ve worked on many assignments for the world’s major pharmaceutical companies, including Novartis, J&J, Merck, and Bayer to name a few.
Read MoreIf you’ve ever been tasked with creating a name for a company or product, you know it’s not that easy. It’s one thing to come up creative choices. It’s quite another thing to find a name candidate that can be registered with the trademark office.
It’s the same with taglines and slogans, perhaps even more so.
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