Verbal Brand Identity

The Situation

Roche DIS (Diagnostics Information Solutions) had developed a patient-focused Tumor Board solution that aligned oncology care teams on treatment decisions and desired a global Brand name that was clear, consistent, and compelling to introduce it to the world. Brandsymbol was hired to ensure that this new Brand would continue to exhibit Roche Diagnostics as the partner of choice in healthcare information management, analytics, and decision support solutions.

The Solution

Brandsymbol gathered creative insights from key Roche stakeholders and set out to create a set of world-class names that would be validated by a global Brand name evaluation. This evaluation included name assessment by native speakers in multiple languages across 6 different target demographics of healthcare professionals. Their appraisals of name candidates were collected, analyzed, and presented to Roche DIS teams all over the world. After a comprehensive review of all name candidates the Roche DIS teams enthusiastically supported the Brand name NAVIFY .

The Success

NAVIFY was selected as the name that best exemplified the products future as the premiere software solution for oncology care teams. NAVIFY speaks to the software’s power to provide a large team of healthcare professionals the ability to successfully “navigate” complex medical situations, while providing the capacity to “verify” the best course of action for patients.



Roche, Branding Agency