Pharma TM Insights
Follow Brandpersand
Follow Clement
Follow David

260 Madison Avenue
8th Floor
NY, NY 10016

T: +1 800.663.2104

« Marching On... | Main | Drug Naming Best Practices for 2012 »

Leaping Lexicology

The intercalary harmony of Leap Day, February 29th, provides a perfect opportunity to spring into March and share a few items of interest. We begin with a super-interestaaanng article in the New York Times regarding vocal trends amongst young women, They're, Like, Way Ahead of the Lingusitic Currrrve.

"The idea that young women serve as incubators of vocal trends for the culture at large has longstanding roots in linguistics. As Paris is to fashion, the thinking goes, so are young women to linguistic innovation."

A must read for all fans of Mae West, Britney Spears and other practitioners of the "vocal fry."

At the other end of the name creation spectrum, the Apple vs. Proview scrum over ownership of the iPad trademark represents a golden opportunity for novices to immerse themselves in the dynamics of trademark law, including the common practice of using 'shell' companies to acquire a trademark from an existing owner.

According to the documents, the defendants listed include IP Application Development, a U.K. company that Proview alleged was established by Apple with the sole purpose of acquiring the trademark to use for the iPad tablet. The company name was “deliberately chosen” because its abbreviation is iPad, according to the court filing. 

For the number crunchers in the crowd, we have a new perspective for the cost of bringing a new drug to market from Forbes, The Truly Staggering Cost of Inventing New Drugs. With $1 billion representing the figure most commonly cited by industry pundits, a new and different formula divides the R&D budget by the average number of drugs approved, achieving far more dramatic results:

The range of money spent is stunning. AstraZeneca has spent $12 billion in research money for every new drug approved, as much as the top-selling medicine ever generated in annual sales; Amgen spent just $3.7 billion. At $12 billion per drug, inventing medicines is a pretty unsustainable business. At $3.7 billion, you might just be able to make money (a new medicine can probably keep generating revenue for ten years; invent one a year at that rate and you’ll do well).

With 366 days in 2012, we intend to make the most of today, and the remaining days of the year, by doing what we love – finding new approaches and related solutions to the challenge of brand and name creation.

For those of you who plan to attend the The Pharmaceutical Trade Marks Group (PTMG) conference to be held in Brussels next month, I look forward to seeing you, and my favorite spot for moules frites, the week of 19 March!

PrintView Printer Friendly Version

EmailEmail Article to Friend