Sean Cole

Lose the the.

It's cleaner.

That's right.

That's right.

Scott's been at Brand Institute for more than 20 years.

And I just asked him to, you know, take me through the process from the beginning.

Like, where do they even start naming a drug?

No.

Should I?

That's Kids in the Hall, the sketch comedy troupe from Canada.

How it actually works is much more rigorous and time consuming.

They meet with the client, be it Pfizer or Amgen or whomever, kind of get a sense as to what they're thinking.

And from there, Brand Institute assigns a small team to come up with an initial list of like three to five hundred ideas on their own.

500 names.

It is.

And at that point, the job is pretty much just figuring out which ones are actually viable and good enough to test out with the client.

Because why don't they like those ones?

Like, what is it when they say nah?

Well, historically how it worked was everybody was just sort of foraging omnivorously anywhere and everywhere for different combinations of words and letters.

magazines, foreign language dictionaries.