What evidence can you share that demonstrates the impact of the engagement?
Zenmark presented an expansive knowledge of those limitations and peculiarities that exist within the pharma space. We haven't chosen one of the names they developed yet, but they delivered on our requirements successfully. They provided us with a list of preferred and alternative names which were thoroughly checked via legal assessment, linguistic assessment, and market research.
The entire process was finalized properly and correctly, and the list is still there. We're still in the process of developing our vaccine and are looking into alternatives before we submit a name for registration by a European agency. Having a bigger pool will make it easier to decide. Most importantly, Zenmark finished the entire scope within the timeframe we agreed upon and conducted all the steps accordingly.
How did Zenmark perform from a project management standpoint?
We held face-to-face meetings and video conferences, during which Zenmark conducted presentations about their proposed names. We discussed the options, and they captured verbal feedback from our team.
What did you find most impressive about them?
The team was very skilled, engaged, and customer oriented. The owner was exceptionally talented and always tried to be present. Our engagement went precisely the way I would expect an external vendor to engage with a client.
Zenmark did everything correctly throughout the entire process. All the names they thought of were appropriately checked. The only reason we are still looking is the difference in opinion among our top management level. Many of our executives think the options are great. The fact that some people don't like them is arbitrary and doesn't relate to Zenmark's work.
Brand name projects are very complicated. At the end of the day, a company’s top management needs to endorse the names for important assets. Personal preference is the deciding factor. If you show every single person within the team a list of names, they will all prefer a different one.
Are there any areas they could improve?
Zenmark could consider a digital approach to capturing feedback if they aren't doing so already. Since we worked together three years ago, I don’t know if they’re still using the same tools. Another agency we’re working with sends us links to a feedback form online, which works better than verbal discussions.
Recommendations from their projects for other clients could have been helpful. Perhaps they could provide solutions for how to approach management successfully to get the final product approved without any questions. They could also involve critical customers at the very beginning. Taking into consideration the approval process’s complexity and analyzing who should be included at each stage would help the overall process go smoothly.