The Lantus Case Study

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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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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