Corporate Branding ... always, ALWAYS most interpreted/critiqued by those closest. In my time in marketing it was always the CEO's wife who had the strongest views.
A Biotech company is hardly brand position dependent for their success ... in fact (the opposite) any resources spent rebranding are a complete waste at this stage considering the main priority is to commercialise/license/market/sell/loyalty payment "Zantrene".
I personally like Race as there are no significant prior connotations related (other than insider preconceived views).
Race could be easily rebranded under RACE as there is a pretty clean (brand) sheet there.
Do many know that Ferrari have the ticker RACE on the NYSE? Pretty cool!
Corporate Branding ... always, ALWAYS most interpreted/critiqued...
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