14 March 2005
What’s in a name: re-branding Molecular Nature
Northbank Communications was engaged by Molecular Nature to re-brand the company as it transitions from a technology platform to a biopharmaceutical company. Founded in 1999 the company originally focused on developing a unique natural product chemistry platform that included a diverse portfolio of small carbohydrate-like compounds known as imino sugars (“sugar mimics”). In 2002, the company initiated a drug discovery and development programme focused on these sugars and their role in immunotherapy. This evolution in strategy triggered a desire to distance the company from its platform technology stance and transition to a biopharmaceutical company that would be credible to its key target audiences including the investment and pharmaceutical communities and the media.
Northbank's brief was to come up with a new company name that would meet these objectives. Northbank proceeded through a brand perception audit with members of the target audience, followed by a brainstorming meeting to decide the best way forward for the name, logo, and brand identity. From these exercises a new name, MNLpharma, and corporate logo was selected and implemented among all brand materials including website, corporate documents and promotional materials. The name was chosen from a selection of more abstract alternatives as it utilised elements of the company’s past history while emphasising its biopharmaceutical focus.
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