“This name fails on every count'
This may be in you, and you don’t even know its name. Photo: Roger Kisby/Bloomberg via Getty Images On Monday, one of the most popular and talked-about drugs in the world was approved by the FDA to prevent the coronavirus. It’s called Comirnaty.
Certainly, there was a general sense of dismay or at least empathetic pain from the people in the greater naming community regarding Comirnaty. “The creators of this name packed all these spot-on allusions into four syllables,” wrote Margaret Wolfson, founder and creative director of River + Wolf, in an email. “That is not an easy thing to do, especially given the hyperstrict regulations and issues around pharmaceutical naming and trademarking,” she added. “The name might be a little difficult for some speakers to say, as ‘mirnaty’ doesn’t quite roll off the tongue and just misses the mark as an elegant sound.
The Pfizer vaccine’s new name was created by the Brand Institute, a specialist in the pharmaceutical naming space. And the name isn’t new in Europe, since Pfizer first rolled out Comirnaty when it received EU regulatory approval last Christmas.According to Fierce Pharma, the other names BioNTech and their friends at Pfizer considered were Covuity, RnaxCovi, and Kovimerna — all of which are not great. BioNTech, like most companies, captures names all the time: Right now, according to the U.S.
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