Developing First & Second Generation Brands

MEVACOR TO ZOCOR

Client
Merck & Co., Inc.

Description
Cholesterol Reducing Agents/Statins

Objective

  • Create a brand name for both the first statin and the related second-generation product.
  • Position the second-generation product as new and improved.

    • Branding Strategy

  • Develop a link between the two generations, leveraging the -cor letter string.
  • Establish the first-generation brand through the use of a traditional pharmaceutical tone and style.
  • Establish the second-generation through a contemporary style that evokes efficacy - quicker and snappier, avoiding the traditional construction of the earlier brand.

    • Tactics
    Strong input from R&D and Marketing in order to:

  • Highlight the differences between the two compounds
  • Factor in brand lifecycles
  • Identify key marketing objectives and potential positionings

    • Relevant GBS Services

  • Branding Strategy Workshop
  • BrandShopSM
  • MasterClassSM
    •
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