brandpersand life intro brandpaper

An Introduction to Brandpersand Life

!+ 2014

Pharmaceutical Trademark Advisory

Compellingly Collaborative

Brand & Name Creation Servicesfor Pharmaceuticals and Life Sciences

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2014

An Introduction to Brandpersand Life | SlideShare 2014 | �1

25 Years of Pharma

Experience

100 + FDA and/or EMA

Approved Trademarks

b&"As breakthrough pharma brands such as Zocor® and

Viagra® can attest, we are pioneers in the highly specialized practice of creating successful

pharmaceutical trademarks.”

“We have a well-established record of introducing industry-wide best practices for pharmaceutical naming

to craft names which can attain registration statuscombined with FDA and EMA agency approvals.”


1st Speakers at the first FDA public meeting (2003) for

drug product name safety.

3As breakthrough pharma brands such as Zocor® and Viagra® can attest, we are pioneers in the highly specialized practice of creating successful pharmaceutical trademarks.

We have a proven record of introducing industrywide best practices for name ideation, creation, filtration and assessment to deliver names which can attain registration status combined with FDA, EMA and other major market agency approvals. These ‘Life’ best practices, which reflect our 25 years of pharmaceutical naming experience and related credentials of 100+ FDA and/or EMA approved trademarks, are formalized within our name ideation, creation and assessment methodologies and related framework:

Welcome to Brandpersand Life


In combination with our engagement framework, we tailor universal brand and name creation techniques such as 'brandforecasting' and 'namecrafting' to address specific pharmaceutical and life science considerations and constraints. Exploring the preliminary fabric of brand promise, essence and positioning for a given opportunity in combination with our ‘namematching’ selection tool, we facilitate the consideration of commercial measures such as audience segmentation, tone and messaging to manage the subjective first impressions that may accompany a challenging, yet potentially breakthrough, pharma brand name candidate. We increase the stringency of our filters with every step, leading to our ‘nameprojection’ research model to identify the potential of drug name confusion and to forecast the likelihood of regulatory approval.

The result is a balance of maximizing the pharma brand opportunity while minimizing the potential damage of unforeseen trademark conflicts including the risk of regulatory rejection.

Request a no-cost consultation from our website or give us a call at (800) 663-2104 – new pharma brand and related naming and regulatory challenges are why we come to work every day.

Clement Galluccio, Managing Partner

4Capturing the aspirations and attributes of a pharma product, service or company and expressing it in a compelling way is a challenging task. Our experienced team is here to help.

Clement Galluccio, Managing Partner

Clement has a knack for recognizing the winning elements of a future brand success story as opposed to a haphazard collection of lines and letters. After spending his early years as a technical writer and user interface designer for Apple's Macintosh platform, Clement joined David Wood Associates in 1990 as employee number 5. For the next 15 years he helped build the company into a global branding services leader, leading engagements for companies as diverse as IBM, Pfizer, and P&G. In the pharma space, he was responsible for managing the first formalized approach to evaluate proposed pharmaceutical brand names for global suitability and regulatory approval, which led to an invitation as a speaker at the 2003 FDA public meeting for drug product name safety. After stints as a senior executive for some of the world's most respected global branding organizations, including Interbrand and The Nomen Group, he now leads a global collective of creative minds as the Managing Partner of Brandpersand.

David Jaeger, Senior Consultant, Director Emeritus

David's winning way with brands dates back to the halcyon days of Madison Avenue as an Associate Creative Director with J. Walter Thompson. In 1985, he took a step toward the future of advertising and became the second employee at the fledging brand consulting firm DWA, the company founded by David Wood after his five-year stint as head of Interbrand in the United States. Well-respected for finding the right balance of time-tested copy writing skills combined with a great sense of strategic intuition, David led over 300 successful naming engagements while as a VP at Wood, and was later named Managing Director after the company was acquired and merged with Interbrand as Interbrand Wood Healthcare.

Our Personal Experience

The small sample of our collective creation credentials below represents literally hundreds of brand & name development engagements personally conducted by either Clement & David over the past two decades with many of the world's most admired pharma and life science companies:

Brand Client Category | Class

Celebrex Pharmacia/Pfizer Pain & Arthritis

Diovan Novartis Cardiovascular

Kaletra Abbott HIV

Lyrica Pfizer Pain

Mevacor & Zocor Merck Cardiovascular

Namenda Forest Alzheimer’s

Valtrex GSK Anti-viral

Viagra Pfizer Erectile Dysfunction

Xeloda Roche Oncology

Leadership Team & Credentials


5The present state of pharmaceutical trademark development reflects the importance of initiating the process early and the rigorous pursuit of a diverse spectrum of names.

Most industry professionals will agree that the dual challenges of regulatory approval and trademark registration in the pharma space plays a preeminent role in every aspect of the process. Because of these challenges in the context of the global marketplace, many pharmaceutical companies are compelled to file a greater number of trademark applications to address the risk of not having an approvable trademark by the intended launch date in critical markets.

According to Thomson CompuMark, “Between 1980 and 2010, the number of pharmaceutical trademarks filed increased over 300%.” As the related chart illustrates, a total of 238,010 pharmaceutical trademarks were filed globally in 2010.

Pharmaceutical Trademark Advisory


In combination with the filing of a greater number of trademark applications, certain companies have instituted standard commercialization guidelines and procedures to trigger trademark development as early as the end of Phase I. Others have instituted an annual budget for the creation and maintenance of a ‘name bank’ to prepare for a potential candidate shortfall or regulatory rejection. One benefit is the ability to match fast-moving licensing opportunities with a set of names that have cleared the preliminary screening process.

Although these steps can be effective techniques to manage the high degree of unpredictability associated with pharmaceutical trademark development, the increasing percentages of FDA and EMA regulatory rejection can negate the launch strategy for even the most prepared companies. According to industry experts, the FDA rate of rejection for in recent years has increased to a high of 42%, well above the historical norm of 35% for the past decade. For Europe, the EMA reported that as of July 2013, 46% resulted in rejection.

While we at Brandpersand have developed a number of ‘best practices’ for successful pharmaceutical trademarking and related engagements, in our view there are three major lessons from these trends that can be applied by any company seeking to create a name for a new molecular entity:

Empower a team of internal professionals to develop a formalized process, begin early and always remember that it is the ability to identify the proper balance of creativity and clearance that often determines a successful outcome.

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1980 1990 2000 2010

Global

Our Core Pharmaceutical & Life Science Competencies: !brand strategypromiseessencepositioning

verbal identitynamingtagline | descriptormessaging | architecture

visual identitylogo | logotype | symbolcolor paletteimagery

Our Leading Services for Pharmaceuticals: !Proprietary Brand Namename creation & assessmenttrademark screeningname safety validation researchFDA, EMA and Global regulatory consulting services

Non-proprietary Namename creation & assessmentUSAN and WHOregulatory consulting services

Key Branding & Naming Opportunities: !drug productdevice/delivery systemextension/modifiernon-proprietary namecategory/class/conditionclinical/program/science

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Questions?!Contact Clement !

+1 (800) [email protected]

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Brandpersand LLC www.brandpersand.com [email protected] !New York 260 Madison Avenue, 8th Floor New York, NY 10016


White Plains 777 Westchester Av., Suite 101

White Plains, NY 10604

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