Brand Institute

Brand Institute is a branding agency that specializes in the development of brand names and identities. The company's primary services include creative name development, trademark screening, market research, regulatory affairs, linguistic analysis, and graphic design (e.g., logos and websites). It is best known for pharmaceutical naming.[1]

Brand Institute
IndustryBranding
Founded1993
FounderJames L. Dettore
Number of locations
18 offices (2018)
Area served
Worldwide
Key people
  • James L. Dettore
  • William T. Johnson
  • Todd Bridges
Services
  • Name Development
  • Trademark Screening
  • Market Research
  • Name Safety Research
  • Linguistic Screening
  • Visual Identity
  • Regulatory Services
SubsidiariesDrug Safety Institute
Websitewww.brandinstitute.com

Brand Institute was founded in 1993 by James (Jim) L. Dettore. Prior to forming Brand Institute, he worked for the multinational corporations PepsiCo, Hilton International Hotels and Ralph Lauren, the advertising agency J. Walter Thompson and the brand consultancy Interbrand. Its first drug naming project was with Wyeth on the anti-obesity drug Redux.[2]

In 2004, the company formed the subsidiary, Drug Safety Institute (DSI), which consults the company’s pharmaceutical clients on best practices[3] in drug product naming, packaging, and labeling. Jerry Phillips, the former director of the FDA’s Division of Medication Errors and Technical Support (DMETS), was hired as DSI's president and chief executive officer.[4]

Brand Institute’s clients include consumer and business-to-business companies such as AT&T and General Motors, and healthcare companies such as Biogen, Allergan, and Johnson & Johnson. It has named brands such as Lipitor, Clarinex, Sarafem, Allegra, Propecia, Relenza, Climara, Proscar, Invega, Lunesta and Latisse.[1][5][6][7][8]

Office Locations
gollark: They need your location and payment details, not much else.
gollark: https://osmarks.tk/nemc/
gollark: In this country the government has "computing" lessons which involve just teaching people Scratch, which annoyed me enough that I wrote a blog post criticizing this.
gollark: It would also be nice if people actually knew anything about networking.
gollark: I fear that some sort of computer troubleshooting class may just end up teaching people to blindly try one specific thing they learned instead of... actually problem-solving. Which would admittedly be better than now.

References
  1. Scutti, Susan. "The art and science of naming drugs". CNN. Retrieved 2018-01-07.
  2. Newspapers, JOHN DORSCHNER, Knight Ridder. "What's in a name? Big business, for a company marketing drugs". southcoasttoday.com. Retrieved 2018-01-07.
  3. Collier R (October 2014). "The art and science of naming drugs". CMAJ. 186 (14): 1053. doi:10.1503/cmaj.109-4864. PMC 4188646. PMID 25200754.
  4. Herald, John Dorschner The Miami. "Naming drugs is big business". recordnet.com. Retrieved 2018-01-07.
  5. Jr, Donald G. McNeil (2003-12-27). "The Science of Naming Drugs (Sorry, 'Z' Is Already Taken)". The New York Times. ISSN 0362-4331. Retrieved 2018-01-07.
  6. "What's got 10 letters, three syllables and costs up to £100,000?". The Guardian. 2000-01-11. ISSN 0261-3077. Retrieved 2018-01-07.
  7. "MIT | A Drug by Any Other Name". classic.scopeweb.mit.edu. Retrieved 2018-01-07.
  8. PRESS, Tom Murphy THE ASSOCIATED. "Branding a matter of X, Y, Z". telegram.com. Retrieved 2018-01-07.


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