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The disciplines of branding and corporate identity have long been personal passions of mine and nothing within this genre holds greater fascination for me than the practice of corporate naming. This article is the first in a three part series and will discuss whether corporate naming

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

should be handled as an internal initiative or whether it should be outsourced to a professional naming firm.

Done well, corporate naming can be one of the most powerful assets in a company’s branding arsenal. A great company name can support, energize and leverage your brand. The ri

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

ht name will also create strong competitive separation while at the same time establishing a bond of trust and loyalty with your target market(s).

Given the critical importance of selecting a great company name I’m always amazed at the haphazard approach that many organizations use i

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

their methodology (or lack thereof) when creating a name. There are basically two paths a company can travel when creating a name, they can create it internally or they can collaborate with a service provider. Both options are assessed below:

1. The Do it Yourself Approach: In all b

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

t the rarest of circumstances companies that attempt to develop a name internally usually do themselves a disservice. Names should not be developed in a vacuum. I have seen pride of authorship create many a naming train wreck. Just because it is your idea doesn’t necessarily mean it’s

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

a good name.

Naming is a competency that spans mediums, cultures and geographies. Naming is equal parts art, science, linguistics, strategy, competitive positioning, research, business intelligence, marketing, branding, creative, intellectual property and above all else talent and ex

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

perience. If you can’t honestly say that your company possesses all the aforementioned capabilities then you should not organically pursue naming.

Even if your organization possesses the aforementioned abilities you may still want to think twice when you consider the fact that compan

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

es like Disney, Coca Cola, Microsoft, Time Warner, ABC, MTV, Apple and many others outsource naming to experts. There is something to be said for third party objectivity.

What about cost you say? If you think you can’t afford a professional naming firm think about all the money you’l

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

spend down the road trying to breath life into a bad name, the future cost of a rebranding initiative, the legal fees you’ll spend defending an intellectual property infringement claim when it turns out that you’re using someone else’s name, or the fact that you can’t do business in

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

oreign market because the name you’ve chosen happens to be an expletive. It just pays to get it right the first time.

2. Select a Third Party Naming Expert: Your second option is to outsource naming. For all the reasons noted above the undisputed best practices approach to naming is

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

o hire a third party expert. The tricky part associated with this method is determining what it is that actually constitutes an expert. For if you select the wrong firm all the negative aspects of the do it yourself approach referenced above will also apply here.

Let’s start by defin

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

ing who does not qualify as a naming expert. While there are clearly exceptions to any rule of thumb, generally speaking graphic designers, printers, PR firms, logo shops and yes even many advertising agencies don’t qualify as naming experts. They may dabble in the practice, but you’l

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

find that it is rarely a competency.

Complicating matters even further is that many firms who profess a competency in naming are simply not very good at it…Just for kicks and giggles let’s put some naming companies under the magnifying glass and see what they’ve done for themselves…

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

The Avant-garde firms: Avant-garde is defined as way out or ahead of its time. Firms that fall into this category tend to confuse off the wall and ridiculous with being creative…Trust me when I tell you there is a big difference. Point in case: The first thing that comes to mind when

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

I see “A Hundred Monkeys” is what were these guys smoking when they came up with that name? A Hundred Monkeys is a naming firm that created the name “Alfalfa” for a tax and financial planning firm; Go figure…Firms that try so hard to be cool at the expense of all the other critical fa

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

tors that go into creating great names should be avoided.

The Completely Predictable and Boring Firms: Firms such as “The Naming Firm” clearly understand relevant association, but there is a certain lack of creativity in this name, don’t you think? Firms that have no sense of flair s

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

hould be eliminated from the search as well. There is no need to make sacrifices when it comes to selecting the right name. It is possible to be relevant, associative, creative, memorable, and distinctive.

The trick to selecting a great naming firm is to avoid the extremes represente

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

by the firms mentioned above. There are two main factors to focus on when selecting a naming firm. The first is to find a firm who has a portfolio that is really good. Their work should reflect a variety of styles that demonstrate relevancy to the industry they were created for. This

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

type of diversity of work history will give you a better chance of ending-up with a style that is compatible with what you are trying to accomplish. The second is to find a firm that is very collaborative. They should spend time getting to know your company, your industry, your compet

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

tive value propositions and your vision. Great naming firms achieve success based upon their ability to align their talent with the client’s vision.

Now that you are armed with what to look for in a naming firm, Part 2 of this series will discuss the elements contained in great names

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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