Verbal Brand Identity

The Situation

Palatin Technologies (Palatin) –a biopharmaceutical Company developing targeted, receptor-specific peptide therapeutics for the treatment of diseases with significant unmet medical need and commercial potential– developed a bremelanotide for the treatment of Female Sexual Dysfunction. The novel mechanism of action in this compound activates endogenous melanocortin hormone pathways involved in sexual arousal response. Administered subcutaneously, bremelanotide is being developed for the treatment of hypoactive sexual desire disorder (HSDD) in premenopausal women. Poised to be a revolutionary product in an under served space, Palatin engaged brandsymbol to develop the proprietary Brand name that would introduce this amazing product to the world.

The Solution

Brandsymbol combined their industry leading i4 Methodology with the safety and regulatory expertise of their sister Company, SafeMark, to generate a dynamic list of potential name candidates. Despite their initial “high-risk” name candidate being rejected, Palatin was able quickly have an alternate, equally compelling Brand name approved as brandsymbol had provided them with a list of curated and viable potential Brand names.

The Success

Vyleesi –a combination of ‘via,’ suggestive of partnership and aid, and ‘easy’– highlights the ease and “simplicity of life” women can expect with the new bremelanotide. The name conveys the product as a supportive partner for any to whom it is prescribed. Carl Spana, Ph.D., CEO and President of Palatin said “Going forward, the first quarter of calendar year 2019 could bring FDA approval for Vyleesi – a significant milestone and major inflection point for Palatin, its employees, its shareholders, and most importantly, the thousands of premenopausal women seeking treatment for HSDD in the U.S.”