Featured News


Total Featured: 32 Articles

2022

nationalgeographic
Jun 10, 2022
How drugmakers come up with evocative brand names like Viagra and Lunesta
There’s an art and a science to naming pharmaceutical drugs.
Endpoints News
Apr 12, 2022
What happened to all the 'good' drug names? Inside the modern day dilemma of Rx naming
Prescription drug names often spark speculation, debates and sometimes derision, but they also stir curiosity.
Fierce Pharma
Apr 12, 2022
Wherefore Tavneos? ChemoCentryx and the Brand Institute explain how the #FierceMadness winner got its name
For more than three weeks, 68 drug brands battled to be crowned your FierceMadness drug name tournament champion, and in the end, that honor went to ChemoCentryx, its autoimmune disease drug Tavneos and the Brand Institute.
Fierce Pharma
Apr 6, 2022
ChemoCentryx’ Tavneos trounces BioMarin's Voxzogo to win #FierceMadness drug name tournament championship
On paper, Tavneos and Voxzogo are evenly matched competitors,” said Scott Piergrossi​, president of creative at the Brand Institute, which named both drugs.
Fierce Pharma
Apr 4, 2022
#FierceMadness: BioMarin’s Voxzogo battles ChemoCentryx’ Tavneos for the championship
The Final Four round is now closed. Vote in the final round here until 6 p.m Tuesday to decide your winner.
LesEchos
Mar 29, 2022
Name a drug? A difficult art
Cominarty, Spikevax, Vaxzevria, Nuvaxovid or soon Vidprevtyn, so many different brand names to designate a vaccine against the same disease, covid-19.
Jan 21, 2022
What’s in a Name?
That which we call rosaimab by any other name would find regulatory approval and commercial success. Or would it?
Jan 21, 2022
You say Trintellix, I say Brintellix: Why a drug name in the US won't always translate across the pond
As a British citizen living in England but writing on American drug names, I’m in a perfect position to know that many drugs approved in Europe and the U.K. can have very different names from those in the U.S.
Wallstreet Journal
Jan 09, 2022
What Covid-19 Vaccine Did You Get? You Probably Don’t Know Its Name.
Hundreds of millions of people have gotten the Pfizer Inc.-BioNTech SE and Moderna Inc. Covid-19 vaccine shots.
Fierce Pharma
Jan 6, 2022
AstraZeneca, Amgen tap Brand Institute in new naming twist for their freshly approved Tezspire
There’s certainly no shortage of respiratory drugs on the market. So, when it comes to naming a new brand, there’s extra pressure to be unique to stand out from a large pack while still hitting key linguistic connections.

2021

cision
Jan 24, 2021
The Pfizer vaccine's full name is Comirnaty — a hectic mashup of COVID-19, community, immunity, and mRNA
Pfizer and BioNTech's COVID-19 vaccine got full Food and Drug Administration approval on Monday — and the agency also approved the vaccine's official name, Comirnaty, pronounced koe-mir-na-tee.
the economic
Feb 10, 2021
The curious alchemy of vaccine brands: when molecules and medicine mingle with rhyme and regulation
In April last year, Scott Piergrossi landed a high-profile contract he had to be dead secretive about.
the economic
May 13, 2021
Baystate Business: Vaccine Names (Correct)
As the Pfizer vaccine goes for full FDA approval, we could soon learn its official name. All approved drugs and vaccines must have a brand name for patient safety, intellectual property and marketing.

2020

BioNTech
Dec 31, 2020
BioNTech Recognizes Employees and Partners for Their Support in Developing Historic Vaccine
BioNTech SE (Nasdaq: BNTX) today wants to express its thanks and gratitude not only to its employees but also to the many partners who have assisted the company in successfully developing a vaccine for COVID-19.
cision
Dec 15, 2020
‘I haven’t even told my wife’: Inside the frantic and secretive sprint to name the Covid-19 vaccines
The United States has a Covid-19 vaccine, the result of science carried out at breakneck speed.

2019

nj spotlight
Dec 15, 2019
Naming New Drugs: It’s Serious Business, Particularly in NJ
With two-thirds of the world’s largest pharmaceutical companies based in New Jersey, agencies spend a lot of time here working out what to name drugs
nj spotlight
Dec 4, 2019
What's in a name? Plenty. It's your brand.
"Your name should evoke what's unique about your product,” said Scott Piergrossi, an executive at Brand Institute."

2018

FierceBiotech
Mar 14, 2018
FierceBiotech Radio: #FierceMadness and a peek into the drug-naming process
FierceBiotech's Amirah Al Idrus sits down with FiercePharma's Carly Helfand and Beth Snyder Bulik to discuss this year's #FierceMadness drug-name tournament. Which names are strong contenders? Which names evoke unappealing images? And, ultimately, which name will be the last one standing?

2017

cision
Feb 8, 2017
The creative science of coining drug names
Cialis, Eliquis, Jevtana, Xgeva. These drug names may sound silly, but the process of creating and testing them is anything but.

2016

apotheke-adhoc
Mar 9, 2016
„X steht für Macht“
Der Markenname ist ein entscheidender Faktor für den Erfolg eines Produkts. Das gilt auch für Arzneimittel. Scott Piergrossi vom Brand Institute unterstützt Pharmahersteller bei der Namensfindung. Der Prozess kann Monate dauern.
cision
Mar 9, 2016
What’s in a biotech name? How drug startups choose their brand
Kendall Squared brings you dispatches from the world’s epicenter for biotechnology and drug discovery.
cision
Nov 25, 2016
‘Creation engineering’: The art and science of naming drugs
Yearly lists of the “most popular baby names” show how tastes change over time.
WTKR
Nov 25, 2016
‘Creation engineering’: The art and science of naming drugs
Yearly lists of the “most popular baby names” show how tastes change over time.

2015

cision
Apr 10, 2015
What’s in a name? For drugs, a lot of Zs and Xs
Farxiga. Hetlioz. Otezla. Zykadia. No, these are not the names of distant planets visited by the starship Enterprise.
cision
Apr 10, 2015
What’s in a name? For drugs, a lot of Zs and Xs
Farxiga. Hetlioz. Otezla. Zykadia. No, these are not the names of distant planets visited by the starship Enterprise.

2014

7News
Apr 10, 2014
Medicine Names
Ever wondered how a drug gets its name? Some of the biggest pharmaceutical drugs in the world are named in Downtown Miami.

2013

Reuters
Apr 10, 2014
X and Z in favor as companies name new drugs
They may be difficult to pronounce, but pharmaceutical companies eager to grab the attention of doctors and patients are returning to drug names starting with X and Z.
NCBI
Oct 7, 2014
The art and science of naming drugs
You shuffle to the pharmacy counter, arthritic knees aflame, each step pure agony, and hand over a prescription for Cerebyx. Big mistake. Cerebyx is an anticonvulsant, not an anti-inflammatory. What you need is Celexa. Actually, no, that’s an antidepressant. Instead, try … Celebrex?

2012

npr
Apr 25, 2012
NAMES, NAMES AND NAMES - NPR HOW TO DO EVERYTHING - EPISODE 53
How to: name your new hit pharmaceutical. Brand Institute's Scott Piergrossi explains.

2010

WBJ
Aug 9, 2010
Name blame: Ever wonder where drugs get those silly sobriquets?
When a team of branding consultants set out to name Pfizer Inc.’s next-generation erectile dysfunction drug, they took a cautionary lesson from its predecessor.

2008

arkansasonline
Jan 20, 2008
Naming drug brands requires enticing, expensive syllables
The names of these incredibly popular medicines don't have defined meanings. But millions of dollars are spent creating just the right sound and image.

2007

cision
Apr 2, 2007
CBS Morning News

2006

Baltimore Sun
Dec 17, 2006
Branding Biotech
When a judge ruled this summer that Advancis Pharmaceutical Corp. had to change its name because it was too similar to another company's, it was a significant setback. But it offered a chance for the Germantown drugmaker to do better.

1994

cision
May 2, 1994
THE NEW FACE OF SMALL BUSINESS ''A tremendous shift to self-employment is under way,'' observes one economist. Before you try it, prepare, prepare, prepare.
FOR DECADES, half the working population of America has been confiding a secret desire to drinking buddies and pollsters: to yank off that corporate uniform, deliver a crisp farewell to the boss, and go into business alone or with a friend.

2022

Jun 10, 2022nationalgeographic
How drugmakers come up with evocative brand names like Viagra and Lunesta
There’s an art and a science to naming pharmaceutical drugs.
Apr 12, 2022Endpoints News
What happened to all the 'good' drug names? Inside the modern day dilemma of Rx naming
Prescription drug names often spark speculation, debates and sometimes derision, but they also stir curiosity.
Apr 6, 2022Fierce Pharma
ChemoCentryx’ Tavneos trounces BioMarin's Voxzogo to win #FierceMadness drug name tournament championship
On paper, Tavneos and Voxzogo are evenly matched competitors,” said Scott Piergrossi​, president of creative at the Brand Institute, which named both drugs.
Apr 4, 2022Fierce Pharma
Name a drug? A difficult art
Cominarty, Spikevax, Vaxzevria, Nuvaxovid or soon Vidprevtyn, so many different brand names to designate a vaccine against the same disease, covid-19.
Mar 29, 2022LesEchos
Name a drug? A difficult art
Cominarty, Spikevax, Vaxzevria, Nuvaxovid or soon Vidprevtyn, so many different brand names to designate a vaccine against the same disease, covid-19.
Jan 21, 2022BioNTech
What’s in a Name?
That which we call rosaimab by any other name would find regulatory approval and commercial success. Or would it?
Jan 21, 2022The Medicine Maker
What’s in a Name?
That which we call rosaimab by any other name would find regulatory approval and commercial success. Or would it?
Jan 09, 2022Wallstreet Journal
You say Trintellix, I say Brintellix: Why a drug name in the US won't always translate across the pond
As a British citizen living in England but writing on American drug names, I’m in a perfect position to know that many drugs approved in Europe and the U.K. can have very different names from those in the U.S.
Jan 09, 2022Wallstreet Journal
What Covid-19 Vaccine Did You Get? You Probably Don’t Know Its Name.
Hundreds of millions of people have gotten the Pfizer Inc.-BioNTech SE and Moderna Inc. Covid-19 vaccine shots.
Jan 6, 2022Fierce Pharma
AstraZeneca, Amgen tap Brand Institute in new naming twist for their freshly approved Tezspire
There’s certainly no shortage of respiratory drugs on the market. So, when it comes to naming a new brand, there’s extra pressure to be unique to stand out from a large pack while still hitting key linguistic connections.

2021

Jan 24, 2021Fierce Pharma
The Pfizer vaccine's full name is Comirnaty — a hectic mashup of COVID-19, community, immunity, and mRNA
Pfizer and BioNTech's COVID-19 vaccine got full Food and Drug Administration approval on Monday — and the agency also approved the vaccine's official name, Comirnaty, pronounced koe-mir-na-tee.
Feb 10, 2021economictimes
The curious alchemy of vaccine brands: when molecules and medicine mingle with rhyme and regulation
In April last year, Scott Piergrossi landed a high-profile contract he had to be dead secretive about.
Feb 10, 2021Bloomberg
Baystate Business: Vaccine Names (Correct)
As the Pfizer vaccine goes for full FDA approval, we could soon learn its official name. All approved drugs and vaccines must have a brand name for patient safety, intellectual property and marketing.

2020

Dec 15, 2020Fierce Pharma
‘I haven’t even told my wife’: Inside the frantic and secretive sprint to name the Covid-19 vaccines
The United States has a Covid-19 vaccine, the result of science carried out at breakneck speed.

2019

Jun 15, 2019NJ spotlight
Naming New Drugs: It’s Serious Business, Particularly in NJ
With two-thirds of the world’s largest pharmaceutical companies based in New Jersey, agencies spend a lot of time here working out what to name drugs
Dec 4, 2019Miami Herald
What's in a name? Plenty. It's your brand.
"Your name should evoke what's unique about your product,” said Scott Piergrossi, an executive at Brand Institute."

2018

March 14, 2018NJ spotlight
FierceBiotech Radio: #FierceMadness and a peek into the drug-naming process
FierceBiotech's Amirah Al Idrus sits down with FiercePharma's Carly Helfand and Beth Snyder Bulik to discuss this year's #FierceMadness drug-name tournament. Which names are strong contenders? Which names evoke unappealing images? And, ultimately, which name will be the last one standing?

2017

Feb 8, 2017NJ spotlight
The creative science of coining drug names
Cialis, Eliquis, Jevtana, Xgeva. These drug names may sound silly, but the process of creating and testing them is anything but.

2016

Mar 9, 2016apotheke-adhoc
„X steht für Macht“
Der Markenname ist ein entscheidender Faktor für den Erfolg eines Produkts. Das gilt auch für Arzneimittel. Scott Piergrossi vom Brand Institute unterstützt Pharmahersteller bei der Namensfindung. Der Prozess kann Monate dauern.

2015

Apr 10, 2015CNBC
What’s in a name? For drugs, a lot of Zs and Xs
Farxiga. Hetlioz. Otezla. Zykadia. No, these are not the names of distant planets visited by the starship Enterprise.

2015

Apr 2, 2007CBS
CBS Morning News

1994

Apr 2, 2007CNN
THE NEW FACE OF SMALL BUSINESS ''A tremendous shift to self-employment is under way,'' observes one economist. Before you try it, prepare, prepare, prepare.
FOR DECADES, half the working population of America has been confiding a secret desire to drinking buddies and pollsters: to yank off that corporate uniform, deliver a crisp farewell to the boss, and go into business alone or with a friend.