Naming | Pharma

The Situation

Acorda Therapeutics – a major, multinational pharmaceutical Company – challenged Brandsymbol to quickly deliver world-class solutions for two distinct brand identity needs:

• Immediate, specific need to name an innovative seizure-cessation therapy that is uniquely delivered in a nasal spray,

• Future, diverse need to replenish Acorda’s depleted name bank for branding future, new products.

The Solution

Brandsymbol focused it’s progressive name-generation process – including pharmaceutical prescreening, linguistic testing, and trademark evaluations – first on a single name, and finally on multiple names, to satisfy Acorda’s:

• Immediate, specific need by creating Plumiaz™, a world-class brand name that strategically positions and clearly communicates the seizure-cessation delivery method (i.e., delivered in a plume) via “Plum-” and alludes to Diazepam, the medication’s active ingredient, via “-iaz;”

• Future, diverse need by presenting seventy-five world-class brand names over three, increasingly targeted rounds, to provide Acorda with a new strategic direction for future branding.

The Success

In just six weeks, Brandsymbol delivered appealing and approved brand names on time and on budget. Plumiaz™, the delivered immediate brand name, won FDA approval, ensuring an on-time product launch.

In addition, Brandsymbol replenished Acorda’s name bank with eight trademarked brand names for use across multiple therapies. Acorda’s now-robust brand name bank virtually eliminates future, last-minute naming problems. Brandsymbol established a mutually beneficial partnership, by greatly exceeded Acorda’s expectations, securing future branding business.