The brand strategy
From the findings, we began to develop a brand strategy. The creation of a compelling story was key here, together with the name and image for the centre.
The brand story
Every brand needs a story. It’s what connects people to a product or service and defines how they feel about a particular company. But coming up with one that’s both credible and appealing is easier said than done. It must be rooted in fact, of course, but its nuances can introduce real personality to a brand – making it caring, visionary, aspirational, futuristic… you name it.
The brand name
In parallel, dozens of names were considered, each with its own nuance of meaning. Should it be ‘Neuro Hub’ or ‘Neuro Beacon’ or even ‘Inspiro-Neuro’? Analysing names against the positioning story helped with defining the final choice. In the end, the ‘Fujirebio Neuro Center of Excellence’ was chosen for its straightforward, clear and descriptive approach that was also respectful to the sensitive nature of Alzheimer’s research. And, of course, we adopted the American spelling – ‘center’ – in acknowledgement that this was a global initiative for Fujirebio.