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Three Questions to Ask When Determining Your Pharma Brand Name Strategy

December 08, 2016

By understanding the general buckets of naming strategies and the scenarios in which these types of names thrive, pharmaceutical companies can hone their naming strategy. At the same time, these teams can hedge their risk by including options from different strategies, specifically blank canvas, to avoid the need to start over. When looking into a naming strategy for your product here are a few questions to consider.

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Risk vs. Reward in Pharmaceutical Brand Naming

November 17, 2016

When developing a pharmaceutical brand name, there are two main paths you can take – either 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 is sure to stand out in the marketplace. So, which one is best for your brand naming strategy?

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A Cup of Sugar and Branding Advice – Two Things You Can Get From Your Neighborhood

September 07, 2016

What if I told you that organizations and products across the marketplace could take branding advice from a collection of neighborhoods in Nashville? In line with a recent trend in demographic identity, the residents are beginning to attach their neighborhood with their own personal brand. In doing so, they have hit a sweet spot in branding, achieving two foundational achievements in building a successful brand.

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Finding the Connection: How a Brand Name Can Help Tie Your Brand Together

August 04, 2016

Congratulations, you’re a parent! Bringing to life a pristine new entity created from scratch, it’s your brand. And like all things birthed into magnificence and destined to prosper, it needs a name But when namer’s block kicks in and you are staring at a trash can full of crumpled wads of fizzled ideas, it’s probably because you’re brainstorming too broadly.

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3 Things to Consider when Taking Your Brand Name Global

May 26, 2016

Most organizations are looking for their brand to grow throughout its lifetime, and for some, that anticipated (and hoped for) growth includes expanding outside of their home region or country. However, this growth can come with a downside for the brand if certain aspects, specifically the brand name, aren’t suited to travel. Everything is going well – the brand is growing, new markets are identified, the stage is set for an initial foray into the global market – until the brand name falls flat once it leaves the home market. So how does a brand ensure its success both locally and globally? Here are three areas of consideration to take into account when creating a brand name that will be used on a global scale…

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The Importance of Branding on a Community

April 13, 2016

Institutions in which the branding includes a place name often include this perspective in their branding efforts. Communities are built on commonality, and place-focused brands provide that on a large scale. The most prominent examples of these are sports franchises, where the name is front and center and which serve as a uniting force for their home bases.

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Keeping the “Brand” in “Brand Name”

April 05, 2016

Creating a brand name is an integral part of any branding effort, since the end result will become one of the most visible and widely used aspects of a brand. But its place of importance should not lead to a misguided sense of separation in the development process, where the name is created in a vacuum, far removed from the various brand elements that will surround and support it.

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How Important is an Easily Pronounced Brand Name? [Infographic]

March 29, 2016

We all know them. The brands where the name has sounded one way as long as you can remember until one day, you are blindsided by the suggestion of a different pronunciation of the same brand. In this infographic from Made by Oomph! examines some of these famous brand names who wear the mark of commonly mispronounced. Whether it be the incorrect dropping of a vowel or the addition of an extra syllable, these brands have been fighting the pronunciation battle for years, which varying levels of success.

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AW Employee Spotlight: Where Do You Find Your Inspiration?

November 09, 2015

In this edition of the AW Spotlight, we wanted to get the insights of four of our amazing team members from our visual branding and verbal branding teams, finding out what gets their creative juices flowing, and asked them their thoughts on the question: Where do you find inspiration when starting your creative process?

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5 Verbal Branding and Naming Tips to Consider – Brannon Cashion’s Clutch Interview Highlights

November 04, 2015

The research firm Clutch recently interviewed our own Brannon Cashion on the trends and best practices around naming a company. Brannon discussed several topics regarding what businesses should think about when working through the naming process and some trends he’s seen recently in naming. Building off of Brannon’s thoughts in the interview, we put together a list of five key points to consider when working through the verbal branding and naming process, complete with his thoughts from the interview:

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