Post on 26-Jul-2015
Case Study: LantusThe Client: Sanofi-AventisSanofi-Aventis is a diversified global healthcare company that discovers, develops, and dis- tributes therapeutic solutions to improve the lives of everyone. The Task: Brand Name DevelopmentThe task was to create a global brand name for the first 24-hour long-lasting insulin to come
to market. This allowed patients to only administer one injection per day instead of multiple.
Naming StrategyIn our project kickoff meeting, it was understood that the primary attributes the name should convey are convenience, reliability, and pioneering.
Name CreationOur team created an initial list of over 90 potential brand name candidates. This list was nar-
rowed to 8 names after rigorous global linguistic analysis and trademark screening.
Names in Validation Phase
Relipa Laneven Solos Sangide Ollage
Extine Glycent Lantus®
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Each of the 8 brand name finalists was subjected to our ScoreCard analysis, based on the following categories:
Scriptability
Aural Comprehensibility
Visual Aesthetics
Phonetic Viability Syllabic Balance
Evocative Semantics
Durability & Longevity
Ease of Pronunciation
Gender Properties
Phonemic Simplicity
Case Study: Lantus
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ScoreCard Analysis – “Lantus”& Runner-Up Name Candidates
Case Study: Lantus
Lantus Laneven Solos Extine Relipa Glycent Sangide Ollage
Scriptability 8 9 9 7 7 7 8 5
Aural Comprehensibility
7 7 7 8 6 5 5 6
Visual Aesthetics 7 7 9 7 7 5 6 6
Syllabic Balance 9 8 7 5 8 7 4 5Phonetic Viability 9 6 7 8 6 6 4 4Evocative Semantics 7 8 8 7 6 6 6 6Durability & Longevity
7 7 6 6 7 7 7 7
Ease of Pronunciation
8 6 7 7 8 6 4 4
Gender Properties 6 6 5 8 7 6 8 8
Phonemic Simplicity 10 8 6 7 7 6 7 6Quantitative Score/100
78 72 71 70 69 61 59 57
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100
50
50 General Practitioners People with Diabetes
Pharmacists
We interviewed 200 respondents regarding each of the 8 brand name candidates. Respondents included phy- sicians, pharmacists, and patients.
Case Study: LantusQualiQuantitative Interviews
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Brand Name Recommendation: Lantus® Respondents quickly connected with Lantus®. Lantus was noted as future forward (LAN computing was popular at the time), grounded, regulated, and constant. It’s syllabic and aural qualities suggest balance and “tus” suffix is a nod to Aventis, the company that developed it.
Brand Name: Solos
Brand Name Feedback: Respondents noted that Solos im- plied “soluble” as well as “singular”, referring to its once daily dosage.
Brand Name: Relipa
Brand Name Feedback: Respondents noted that Relipa implied “reliable”. It also alludes to recombinant human insulin and lipids.
Brand Name: Laneven
Brand Name Feedback: Laneven served as our secondary recommendation.Respondents not- ed feelings of “balance” and “stabil- ity” with the brand name candidate as well as messaging to patients “even” glucose levels.
Case Study: Lantus
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