Brand Institute

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Brand Institute
IndustryBranding
Founded1993
FounderJames L. Dettore
Number of locations
18 offices (2022)
Area served
Worldwide
Key people
  • James L. Dettore
  • William T. Johnson
  • Todd Bridges
  • Jerry Phillips
  • Sophia Fuerst
Services
  • Name Development
  • Trademark Screening
  • Market Research
  • Name Safety Research
  • Linguistic Screening
  • Visual Identity
  • Regulatory Services
SubsidiariesDrug Safety Institute
Websitewww.brandinstitute.com

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, partnering on 75% of drug names approved in 2020.[1][2] Its first drug naming project was with Wyeth on the anti-obesity drug Redux.[3]

Brand Institute was founded in 1993 by James (Jim) L. Dettore, who is commonly known as the "King of Key Biscayne [4]". 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.

In 2004, the company formed the subsidiary, Drug Safety Institute (DSI), which consults the company's pharmaceutical clients on best practices[5] in drug product naming, packaging, and labeling. Jerry Phillips, the former director of the FDA's Division of Medication Errors and Technical Support (DMETS), and whose responsibilities included approving proprietary drug names while with the FDA, was hired as DSI's president and chief executive officer.[6]

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, Johnson & Johnson, Novartis, CSL Behring, Amgen, BeiGene, Avexis, BioMarin, and Horizon Therapeutics. It has named brands such as Lipitor, Clarinex, Sarafem, Allegra, Propecia, Relenza, Climara, Proscar, Invega, Lunesta, Latisse, Entresto, Tremfya, Brineura, Privigen, Zykadia, Tecfidera, Brukinsa, Zolgensma, Xpovio, and Qwo.[1][7][8][9][10][11][12][13][14][15][16][17]

Brand Institute notably created and validated the brand name for Pfizer and BioNTech's COVID-19 vaccine, Comirnaty, and its nonproprietary name, tozinameran. Comirnaty was the first COVID-19 vaccine brand name approved by any regulatory agency in the world.[18] Brand Institute also developed the COVID-19 vaccine brand names Spikevax (Moderna), Vaxzevria (AstraZeneca),[19] and Nuvaxovid (Novavax).[20]

Brand Institute's James Dettore is perhaps most famous for the naming of Sean John/P.Diddy and Julio Iglesias' Duets album.[21] Other brands that Brand Institute claims to have worked on include Frappuccino for Starbucks, Britney Spears' Fantasy Twist, BMW's IconicSounds technology, the Fruit of The Loom corporate identity, Coolsculpting, the Lenovo ThinkPad, beverage brands Aquafina, Mountain Dew Baja Blast and Code Red, and Propel water.[22] Other claims include, the movie X-Men Days of Future Past, Bounty, Charmin Basic, Crest Complete, Charmin Ultra Soft, a variety of pet foods, and Colgate lines of toothpaste.[23]

Office Locations

References[edit]

  1. ^ a b Scutti, Susan. "The art and science of naming drugs". CNN. Retrieved 2018-01-07.
  2. ^ Bulik, Beth Snyder (2021-03-16). "Why is FDA reopening a drug-naming study just 3 months after issuing new guidance?". Retrieved 2021-03-22.
  3. ^ Newspapers, JOHN DORSCHNER, Knight Ridder. "What's in a name? Big business, for a company marketing drugs". southcoasttoday.com. Retrieved 2018-01-07.{{cite news}}: CS1 maint: multiple names: authors list (link)
  4. ^ admin (2018-07-17). "THE KING OF KEY BISCAYNE". Key Biscayne Magazine. Retrieved 2021-08-06.
  5. ^ 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.
  6. ^ Herald, John Dorschner The Miami. "Naming drugs is big business". recordnet.com. Retrieved 2018-01-07.
  7. ^ McNeil, Donald G. Jr. (2003-12-27). "The Science of Naming Drugs (Sorry, 'Z' Is Already Taken)". The New York Times. ISSN 0362-4331. Retrieved 2018-01-07.
  8. ^ "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.
  9. ^ "MIT | A Drug by Any Other Name". classic.scopeweb.mit.edu. Retrieved 2018-01-07.
  10. ^ Tom Murphy. "Branding a matter of X, Y, Z". telegram.com. Associated Press. Retrieved 2018-01-07.
  11. ^ Chesler, Caren (2019-06-05). "Naming New Drugs: It's Serious Business, Particularly in NJ". NJ Spotlight News. Retrieved 2020-10-28.
  12. ^ Bauer, Caroline (2016-02-16). "X steht für Macht". Apotheke Adhoc. Retrieved 2020-10-28.
  13. ^ Snitzer, Adam (2019-12-04). "What's in a product's name? Plenty. It's your brand". Miami Herald. ISSN 0898-865X. Retrieved 2020-10-28.
  14. ^ Tirrel, Meg (2015-04-10). "What's in a name? For drugs, a lot of Zs and Xs". CNBC. Retrieved 2020-10-28.
  15. ^ Bulik, Beth Snyder (2018-04-09). "How did BioMarin pick Brineura, this year's #FierceMadness drug-name champ?". Retrieved 2020-10-28.
  16. ^ Bulik, Beth Snyder (2020-04-13). "Amgen's Evenity wins FierceMadness drug name tournament championship". Retrieved 2020-10-28.
  17. ^ Dutton, Gail (2020-07-17). "Brand Institute: Highly Visual, Distinctive Brand Names are Trending for 2020". Retrieved 2020-10-28.
  18. ^ Bulik, Beth Snyder (2020-12-23). "The inside story behind Pfizer and BioNTech's new vaccine brand name, Comirnaty". Retrieved 2021-03-22.
  19. ^ Bulik, Beth Snyder (2021-06-30). "Moderna locks up Spikevax name in Europe, joins Pfizer's Comirnaty in wait for official brand approval in U.S." Retrieved 2021-09-08.
  20. ^ Adams, Ben (2022-01-10). "Say what you see: Novavax taps its own branding for latest COVID vaccine". Retrieved 2022-06-01.
  21. ^ "BRAND INSTITUTE, INC". brandinstitute.com. Retrieved 2020-11-07.
  22. ^ "BRAND INSTITUTE, INC. | HEALTHCARE BROCHURE". www.brandinstitute.com. Retrieved 2020-11-07.
  23. ^ "BRAND INSTITUTE, INC. | HEALTHCARE BROCHURE". www.brandinstitute.com. Retrieved 2020-11-07.

External links[edit]

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