Over the last few years, artificial intelligence tools have continued to develop and are proving helpful for things like coding, data mining, and helping find the best recipes for your 4th of July cookout. While AI is certainly creating practical solutions for businesses and food bloggers alike, is AI entering its creativity era to help professionals write, design, or even name?

Partnership is a word used in almost every industry, but if not utilized correctly can often become just that – an empty word used to describe an extra set of hands. When coupling subject-matter expertise and trust with innovative development, the value of partnership can become limitless. Purposeful and strategic partnerships can help organizations foster resiliency, mitigate risk, and enter new global markets through intentional relationships. 

Ben Woodward, Client Services Director at Leaderboard Branding, is a proven leader in pharmaceutical brand development. Having supported some of the largest pharma companies in the world, Ben is a true partner in your success, offering purposeful, strategic direction coupled with expertise in a wide variety of branding services.

The old saying “the whole is greater than the sum of its parts” will always stand true in branding. A robust name, strategic visual elements, and an authentic brand story come together to create a strong message that people can connect with and want to make themselves a part of. Often, a name may be the first thought in building a brand, however, visual identity can be just as important at the start of a brand's commercialization journey. A brand comes to life when iconography, colors, fonts, and many other design elements come together.

In the case of pharmaceuticals, safely coexisting alongside other drug names in the global landscape is a big reason some drug names turn out weirder than others. Unique letter combinations and structures can certainly create tongue twisters, but patient safety with medication error prevention is always at the forefront.

Have you ever wondered how two companies can be called by the same name and still coexist in the marketplace? It’s not uncommon for businesses to share the same name. In fact, there are many examples of this phenomenon. For instance, Delta Airlines and Delta Faucets both use the word “Delta” in their name, but they are completely different companies that operate in different industries. Delta is a common word that can refer to many different things, such as a triangular landform, a Greek letter, or a change in quantity. Therefore, it can be used as a trademark by different companies, as long as they are not in the same market or industry. There is no confusion or competition between them and they both peacefully coexist as corporations.