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Clayton Tolley
- 4 min
Naming Your Brand
In a crowded field, how to choose a name real enough to please the feds and original enough to differentiate your product Choosing a name for a new pharmaceutical product used to be a pretty straightforward proposition. Twenty years ago, most drug names were descriptive or functional in nature; they relied on the indication, therapeutic category, or generic name for their creative direction. The primary goal of descriptive names was to create an identity that would send a cle