After working with another brand name development agency, Bristol Myers Squibb, “BMS,” engaged Brandsymbol to create and test brand name solutions for deucravacitinib, a selective TYK2 inhibitor indicated for psoriasis. Brandsymbol facilitated a creative strategy workshop to identify the brand strategy and positioning options that would clearly communicate the unique and targeted MOA. As a selective tyrosine kinase 2 (TYK2) inhibitor, deucravacitinib will treat immunological conditions such as psoriasis and offer increased efficacy and safety to patients while prioritizing convenience without sacrificing quality of life. The BMS Commercial Team wanted the name to speak to the convenience of the oral delivery and the science behind this new way of treating psoriasis.
Using our i4 Methodology, Brandsymbol created and recommended SOTYKTU. SOTYKTU is a descriptive science-based name derived from Selective Oral TYK2 (tu) inhibitor that will help BMS own the TYK2 inhibitor class. It is an intuitive name that is bold and promotes patients rising up to overcome their condition.