CannonCassidy

BACKGROUND

Introduce your business and what you do there.

I’m an associate director and brand lead for a prelaunch brand in the oncology therapy space at a large pharmaceutical company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with CannonCassidy?

We were looking for a rapid, cost-effective process in creating a new trade name for a project in development.

SOLUTION

What was the scope of their involvement?

They took time to understand our objectives and key timelines before putting together a product plan. We then set up weekly calls to brainstorm various options for the brand name. They were very flexible in the beginning, and we were able to do a virtual kickoff call to further streamline the process. We gathered a small, internal team that discussed our initial thoughts for the brand, and we would have regular check-ins throughout the engagement to provide feedback and make sure they were still on the right track. They also managed the legal process behind claiming the name.

What is the team composition?

I worked with Bill Purdy (Partner, CannonCassidy) throughout the engagement.

How did you come to work with CannonCassidy?

They were referred to us by internal colleagues that had worked with them before. Another branding agency was recommended to us, but in talking to both people that worked with each firm respectively, it seemed that CannonCassidy was the best fit. They have a very expedited process and work well with tight deadlines.

How much have you invested with them?

We spent about $120,000.

What is the status of this engagement?

We worked together in May 2017 and completed the project in August. Most delays were due to efforts around testing the creative concepts in Europe, which was difficult to do in the summer months.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The nature of this project was fairly subjective, but when I share the name with internal colleagues all the way up to senior leadership, everyone is pleased with the direction we’re headed. They were crucial in the brainstorming process and the project’s success speaks to the quality of their work.

How did CannonCassidy perform from a project management standpoint?

From the start of the project, they’ve been very clear about what they can accomplish in the timeline we provided. They’re effective listeners and they work hard to incorporate our feedback. They also reliably met tight deadlines. I worked with Bill throughout the project, and it was reassuring to have him working on our project directly. We communicated primarily via email and phone.

What did you find most impressive about them?

Since they’re a smaller company, you have an opportunity to work with their senior staff and leadership in finding solutions to your challenge. You’re working with people that don’t have to pass information up the chain of command, which limits the possibility of losing details in translation. They manage expectations very effectively and only take projects that they know they’re capable of completing.

Are there any areas they could improve?

No, nothing comes to mind. The whole process was very smooth.

BACKGROUND

Introduce your business and what you do there.

I’m a pharmaceutical company’s senior director of regulatory affairs. We sponsor new/investigational drug applications and development.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with CannonCassidy?

We needed help with proprietary naming for our company.

SOLUTION

What was the scope of their involvement?

We’ve primarily used them for proprietary naming along with other services along the way. They do a full naming assessment for us for new drugs. We’ve worked on 6–8 names over the course of our engagement.

We start with a proposal and general background information before going through a kickoff meeting. They also do a linguistics review and phonetic and orthographic computer analysis (POCA) during the process. We then have several reviews with the naming team to choose a selection before pairing the names and working them down into another list. CannonCassidy then takes the name to the field and vets it with a number of healthcare professionals based on the type of drug. We go through an initial and secondary legal review internally before choosing three candidate names for FDA submission.

What is the team composition?

I’ve worked with three of their partners, but only one has been my main contact.

How did you come to work with CannonCassidy?

We’ve been in the business for a few years. I worked with them when they were with a bigger company in the past before they branched out and started CannonCassidy. There were many companies in the space when naming first got more of a straight path at the FDA. I’ve entertained and interviewed several other companies, but I always end up going with CannonCassidy because of our good experiences with them. They’re more nimble and able get the job done, so we haven’t had to venture out.

How much have you invested in them?

We’ve spent around $400,000.

What is the status of this engagement?

We began working with them in April 2011 and the relationship is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We’ve had 100% success with the names we’ve generated. The overall response and job performance have been 99.9%.

How did CannonCassidy perform from a project management standpoint?

They perform excellently. We mainly communicate through email or phone. I call or send a quick email to them when a project comes up and they respond within several hours if not right away.

What did you find most impressive about them?

Their responsiveness and flexibility are impressive. They’ve assisted us when we’ve had questions in areas not included in our agreement at no cost. Their project management skills and ability to succeed are also commendable.

Are there any areas they could improve?

Nothing comes to mind.

BACKGROUND

Introduce your business and what you do there.

I’m the senior manager of marketing capabilities at Takeda Pharmaceuticals.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with CannonCassidy?

I had to create naming architectures that would align with the global brand. I also had to come up with a unique and differentiated name for the ingredient complex in my product, which had to work both in the U.S. and outside of the U.S.

SOLUTION

What was the scope of their involvement?

In our marketing efforts, we have to set very clear parameters around the challenge that we’re looking to address and the concept we’d like to convey. Since we operate internationally, I had to work with English words that are easily understood/pronounced globally. Everything starts with the client’s brief. After CannonCassidy had a chance to peruse the brief, we typically had a key call briefing session with their two partners and made sure that they understood all the details. They asked any necessary follow-up questions and came back with a list of options within about a week.

After reviewing the options and selecting our top ten, I took the list to internal review and consumer testing or asked CannonCassidy to expand on specific ideas before sending. In both cases, I did consumer research for the names, and all our research was on an international level. I could also work with them right from the focus group room to make adjustments and they would send me more options in a timely manner.

What is the team composition?

I work with Bill (Purdy, Partner, CannonCassidy) and Bill (Lippincott, Partner, CannonCassidy).

How did you come to work with CannonCassidy?

I’ve worked with them twice while working at different companies. Bill really stood out as a very smart naming strategist and main developer. We worked together on a very high-profile project that involved launching a brand in the Asian market, and it was a very successful project. When I learned that he started his own consultancy, I didn’t hesitate to hire him.

How much have you invested with them?

$20,000-$30,000.

What is the status of this engagement?

We started working together in 2013 until 2015.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The greatest result of all is when you have a winning name coming out of consumer research, and when the company approves the name moving forward. CannonCassidy worked with us to create exceptionally strong names that truly conveyed the equity and unique appeal of the brand. They were also able to work globally, which was crucial for this project. When a brand needs help with naming architectures, CannonCassidy is the best option.

How did CannonCassidy perform from a project management standpoint?

They’re very disciplined and organized, which makes them easy to work with. When there were deadlines to meet, they reliably delivered early to give me a chance to read, absorb, and make final changes when necessary. It was a very easy and smooth process.

What did you find most impressive about them?

When you work with a shop like CannonCassidy, their knowledge and expertise will teach you a lot about the field. They’ve been in the business a long time and they have a great track record. You can rely on them when taking on difficult challenges. I’ve worked with them on several Pharma projects, including skincare and supplements, and their ability to understand and work with the content made them stand out from other vendors. They’re great listeners and they work collaboratively to meet every requirement. They also have a unique point of view and don’t hesitate to provide input, which is important to a successful partnership.

Working with a small firm is also much less expensive than the alternative. You don’t have to pay for the account management team and other axillary processes that take place in a larger agency.

Are there any areas they could improve?

I’ve not been able to identify areas to improve. That’s why I continued to work with them.

BACKGROUND

Introduce your business and what you do there.

I'm the global director of marketing for a medical device company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with CannonCassidy?

We were preparing to launch a new product. We reached out to CannonCassidy to conduct research to develop a name for this product line.

SOLUTION

What was the scope of their involvement?

We started with a thorough meeting, reviewing a brief they put together which outlined their typical process. We walked them through the strategy of the product line, our brand identity, and the marketplace needs we wanted to meet. After this initial kickoff, they came back with a more customized outline that addressed our specific goals.

They also coached us on the basics of naming. They pointed out that we could choose an option that’s universally understood, or we could take a more abstract approach, selecting a name with no inherent meaning that would serve as a blank slate for our brand.

Next, they created extensive lists that included names in each of the techniques we were considering. We provided feedback and they fine-tuned these lists. While this step continues for three cycles during the typical naming process, our leadership requested a fourth to be extra thorough.

Following the final iteration, we narrowed the list to 20 names. This was a global product, so CannonCassidy ran each option through a linguistic analysis and also checked trademark availability.

From here, we narrowed the lists further. They took our top five names and conducted research among 200 people in the U.S. and Europe, those being our target markets. They gathered responses to the sound of the names, any existing affiliations, negative or otherwise, and ultimately determined whether the names accurately conveyed the product.

Finally, they presented us with their findings, walked us through the research, and made a recommendation.

What is the team composition?

Bill Lippincott (Partner, CannonCassidy) was our main contact.

How did you come to work with CannonCassidy?

We're a large company, so I always look for recommendations internally before hiring a new vendor. A few units had used CannonCassidy in the past and had very positive things to say about their process and responsiveness. Not every vendor used by our company received such glowing reviews.

I reached out to them and a few other agencies, but based on the internal reviews and the response I received from the initial RFP, it seemed like a no-brainer to choose CannonCassidy.

How much have you invested with them?

Around $50,000.

What is the status of this engagement?

We worked together between March 2015–May 2015.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

They provided thorough reports based on their market research. These included a range of metrics—likeability, public perception, etc.—to ensure we chose a successful name.

How did CannonCassidy perform from a project management standpoint?

Our internal reviews repeatedly stressed CannonCassidy’s strong project management skills. I similarly found this to be one of their greatest assets. They were thorough and utilized a detailed process. They were highly knowledgeable in their field, but also flexible enough to meet our individual needs.

One of the things I really appreciated was their willingness to push back against any ideas that would have a negative impact on the final result. This is, after all, the primary reason we hired a specialized vendor. We lacked the in-house knowledge and valued their expertise. Knowing that they gave honest input allowed us to stay focused on the end goal.

They presented a realistic timeline in the beginning and met every deadline, even after we requested the fourth naming cycle. They were excellent at communication and always kept us updated. They also worked within our strict parameters, especially in terms of finding 200 respondents who fit our demographic criteria.

They also matched the aesthetics of their final reports to our company standards, saving me the trouble of redesigning the presentations.

What did you find most impressive about them?

They have a formula that works. Bill was very personable and seemed to genuinely care about our end goal. He recognized that his role was just one small component of the larger project, but he still treated the naming process with the degree of attention it warranted.

Naming a product can be a daunting process. The final choice has to be personable, but then you also have to convince your organization that it’s the right decision. This can be especially difficult with abstract names some individuals may not gravitate toward. But having CannonCassidy’s thoroughly researched reports provided a concrete foundation to help explain our decision-making process.

Are there any areas they could improve?

They were responsive, open to suggestions, and pushed back when necessary. They’re experts in their field, so I can't think of any improvements.

BACKGROUND

Introduce your business and what you do there.

I work in commercial operations and marketing for a pharmaceutical company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with CannonCassidy?

We needed to establish proprietary names for drugs we're developing.

SOLUTION

What was the scope of their involvement?

They started out with a collaborative, creative workshop and used the results to develop an exhaustive list of potential names that we then narrowed to a handful of options. After our choices were finalized, they helped with regulation to get the names approved by the FDA.

What is the team composition?

Daniel Plaisance (Partner, CannonCassidy) served as my primary contact.

How did you come to work with CannonCassidy?

We launched an exhaustive RFP. CannonCassidy was referred to me by a colleague and they rose to the top because they seemed to have everything one could want out of a vendor. They were reasonably priced, had experience and a suitable knowledge base, and they presented us with practical solutions.

How much have you invested with them?

At least $100,000.

What is the status of this engagement?

We started working together in January 2017 and our relationship is ongoing. The first phase of the project was completed at the end of last year.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

They run market research analyses with health care providers, pharmacists, and consumers, to evaluate the quality of the names they develop based on a handful of metrics. In this way, they also gauge each name to ensure they’re not overstating the efficacy of the product or undermining safety, guaranteeing FDA approval.

How did CannonCassidy perform from a project management standpoint?

They’re diligent and dependable. Strong project management is one of their greatest assets.

What did you find most impressive about them?

They have a reliable team that produces deliverables to exact specifications, on time.

Are there any areas they could improve?

No, I think they're doing a great job.

BACKGROUND

Introduce your business and what you do there.

We're an emerging biopharmaceutical company focused on the critical care space. My role is VP of commercial strategy and brand development.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with CannonCassidy?

We had a new pharmaceutical product coming to the hospital market and we needed help with brand name development, testing, and validation.

SOLUTION

What was the scope of their involvement?

They worked extensively with us on a workshop with internal stakeholders to develop over 100 potential brand names. Next, they helped us work through the list in order to identify smaller subgroups of names.

‎CannonCassidy was instrumental in improving our understanding of both the regulatory and commercial requirements for developing and approving a brand name. They shepherded us through the process, which included development and validation through market research (e.g., look-alike/sound-alike testing with numerous customers stakeholders).

What is the team composition?

We worked with Bill Purdy [Partner, ‎CannonCassidy].

How did you come to work with CannonCassidy?

We interviewed a number of companies that have expertise in global brand name development. We felt CannonCassidy had the expertise, knowledge, and flexibility that we were looking for as an emerging biotech company.

What is the status of this engagement?

Work began in May 2016 and we’d developed the bank of names by December 2016. In addition, they provided supportive evidence to defend the names when we submitted them to the regulatory bodies.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The main measurable result is that they helped us come up with a brand name that's aligned with our vision for the product. We also ended the engagement with a good library of backup and additional names that are supportive of this vision. The other important metric is that we are very comfortable with the name that was accepted via the regulatory process.

How did CannonCassidy perform from a project management standpoint?

Bill was always flexible and available; I could pick up the phone and call him at any time. CannonCassidy played a strong advisory role and provided insights on next steps.

What did you find most impressive about them?

They have extensive knowledge and offer really strong customer support. They're very responsive to client requests, and they could shepherd us through the regulatory process.

Are there any areas they could improve?

It would be good if they were on the West coast. However, Bill was always available after hours so there were no gaping holes. I felt fully supported.