Week 5: Getting the hang of it

This past week at Addison Whitney I continued to learn more about the verbal branding process. I practiced structural trademark screens for pharmaceutical names. I also continued using common sense trademark screens. The difference between the two is based on how you input the name into the screening program (SAEGIS). As you would expect, structural screens are more structured than common sense ones.

I continue to be surprised by how many pharmaceutical trademarks already exist. To screen a name, I have to wade through a lot of products and determine whether or not they’re similar to the product I’m screening for. If they’re similar, the name I’m screening is no longer viable and must be abandoned. It’s somewhat sad to have to abandon a name I truly like and worked hard to produce, but that’s the creative process.

This past week, I also received training in the project management department. I’ve watched several of the project managers conduct client calls during the verbal process, but before this training session, I didn’t really understand their job in relation to the rest of the office. The project managers act as a support system to all of Addison Whitney’s teams. They proof all the work sent to clients and manage calendars. They also act as an important connection between the clients and the departments. They’re very personable and work hard to maintain client relationships.

Although I love the creative side of the verbal branding team, I was surprised by how much the project management role appealed to me. I truly enjoy organization and interpersonal connections.

A highlight of this past week was when I worked on a blank canvas project for a pharmaceutical. Blank canvas names have no meaning and are based on tone more than overt messages. I created my own blank canvas names and trademark screened them myself. After that, approximately twenty of my names were selected to be in the database to go on for more screening. This means that almost twenty of my names will be viewed by the client.

I can’t believe how far I’ve come or how much I’ve learned in only four short weeks. I’m excited to learn even more about the verbal branding process and practice the skills I’ve already begun to develop.