Branding Diseases

Checkout this CBS Sunday Morning piece regarding one piece of the Brand Institute's business, which makes up 20% of its overall business, of coming up with new names for diseases. And the client that's paying to re-name diseases? The drug companies. The key, according to the Brand Institute's President, is making up a name that describe the symptoms in a nice way ... making it okay to seek help preferably with the client's drugs. According to CBS, it works. For every $1 spent in advertisements, the drug companies make $4.

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