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The Tetris of words: naming a pharmaceutical

by Nicholas Guiang
Jan 2, 2025
Behind every name for a business, product or prescription drug is someone writing hundreds of possible names. Lieba Golden-Koulendros has made a career out it.
"There may be regulatory requirements that you have to encode the name of the generic into the pharmaceutical name," said Lieba Golden-Koulendros.
Tim Boyle/Getty Images
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After last year's Pride backlash, many brands back away from trans-inclusive campaigns

by Savannah Peters
Jun 10, 2024
After a period in which companies tried to stand out with progressive messages, experts see brands proceeding with caution this year.
Brandon Bell/Getty Images
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Brands in Space: What's behind the rush to advertise in the final frontier?

by Nino Paoli
Apr 10, 2024
Big consumer brands are partnering with aerospace companies to market their products in the cosmos. But what’s the payoff back on earth?
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Why are boutiques and coffee shops selling the same olive oil and tinned fish?

by Kai Ryssdal and Andie Corban
Feb 2, 2023
Those pantry brands aren't as small as consumers think, says writer Emily Sundberg. Wholesaler Faire is "the Oz behind the curtain."
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Liquid Death is an “entertainment machine” with a water brand attached

by Kai Ryssdal and Maria Hollenhorst
Jan 25, 2023
“We think about our marketing team more like 'Saturday Night Live,'” says Mike Cessario, the beverage startup’s co-founder and CEO.
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The strategy behind sonic logos, like Netflix’s startup chime

by Kai Ryssdal and Maria Hollenhorst
Jan 3, 2022
Sound has a "powerful ability to prime your brain for what's coming,” said Dallas Taylor, host of a podcast about sound.
Brief sounds like Netflix’s startup chime can be powerful branding tools, said podcast host and sound designer Dallas Taylor. The design of that sound involved a ring finger hitting a cabinet and a reversed guitar track.
Mario Tama via Getty Images
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Dollar Tree raises prices

by Kristin Schwab
Sep 30, 2021
A look at what happens when inflation and supply chain problems outrun your business model.
A Dollar Tree store is seen in 2014 in Miami, Florida.
Joe Raedle/Getty Images
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The color of the year is a "corporate" shade

by Amy Scott
Dec 26, 2019
Pantone has given its color of the year, "Classic Blue," its own soundtrack, tea and gin cocktail.
Pantone's Color of the Year for 2020 is classic blue.
Courtesy of Pantone
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What $130 billion company Salesforce actually does

by Andie Corban and Kai Ryssdal
Sep 10, 2019
Megan Graham wrote about Salesforce's attempt to clarify its work for CNBC.
One Salesforce ad shows how the company can help an online shoe retailer make a sale through data it has on customer tastes. Above, shoe fashion in 1960.
Hulton Archive/Getty Images
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How Taylor Swift became "too big to fail"

by Andie Corban and Kai Ryssdal
Sep 3, 2019
The Ringer's Kate Knibbs explains how the singer's successful branding has helped her become an institution in American music.
Taylor Swift at the 2019 Video Music Awards.
Johannes Eisele/Getty Images
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