In a glass-towered corner of Miami, one company has spent the last 30 years quietly naming some of the world’s most recognized products. From life-saving medicines to your favorite bottled water, Brand Institute has had a hand in shaping how we talk about — and remember —the things we buy, use and trust. At the heart of this global branding juggernaut is James L. Dettore, a charismatic and exacting visionary whose career arc is as intriguing as the products he’s helped name.
In 1993, when Dettore launched the company, naming drugs and consumer products was still a relatively niche corner of marketing. He brought a sharp instinct and a deep well of experience, having spent years refining his craft with top-tier brands — PepsiCo, Hilton, Ralph Lauren, Interbrand, and more — before taking the leap to start something of his own with the goal of creating a naming and branding firm that didn’t just suggest words, but strategically built identities that would resonate globally across cultures, languages and industries. Naming was not a creative gamble, but a science. He envisioned a company where data, linguistic analysis, regulatory insight, and creativity came together to deliver names that would not only stand out but pass regulatory scrutiny in a field where safety and clarity are paramount. “From day one, our ethos has been about more than just naming — it’s about building strategic identities through a unique blend of creativity, data and regulatory insight, always grounded in gratitude, innovation and a deep commitment to our clients’ success. We’re grateful not only to the clients who place their trust in us time and time again, but also to our team, whose talent and dedication has built — and continues to grow — what Brand Institute stands for.”
Brand Institute has since become a go-to partner for the world’s biggest pharmaceutical companies. Over time, what began as a boutique firm blossomed into a global branding juggernaut, now with 19 offices in major cities around the world including Miami, New York City, Boston, Chicago, Dallas, Raleigh/Durham, Rockville, Los Angeles, San Francisco, San Juan, Ottawa, Toronto, Basel, Frankfurt, London, Mumbai, São Paulo, Seoul and Tokyo.
From Lipitor and Allegra to Propecia, Lunesta, Entresto and Caplyta, the company has named blockbuster after blockbuster. It’s the firm behind Comirnaty, the name for Pfizer-BioNTech’s COVID-19 vaccine, as well as Moderna’s Spikevax and Pfizer’s Paxlovid. During a time when billions of people relied on these vaccines and therapeutics, Brand Institute’s work quietly shaped the language of the global pandemic response.
But their scope isn’t limited to pharmaceuticals. Brand Institute’s creative fingerprints extend into everyday consumer experiences. Ever sipped on a Starbucks Frappuccino? That name came from them. Ever opened a ThinkPad laptop, enjoyed a CrunchWrap Supreme from Taco Bell, or seen a Hyundai Palisade drive past? Their branding played a role in those, too. They’ve helped name companies, soft drink flavors, and consumer products that are now household staples.
One of Brand Institute’s most revolutionary moves came in 2004 with the founding of Drug Safety Institute (DSI), a subsidiary focused specifically on regulatory review and safety concerns surrounding pharmaceutical names. Drug naming isn’t just about catchiness; it’s about ensuring names won’t be confused, misread, or misunderstood in ways that could lead to harmful medication errors. DSI brought in former regulators from agencies like the FDA, EMA, Health Canada, AMA and WHO — individuals who had actually written the rules on drug naming — to consult with clients and help guide them through an increasingly complex regulatory environment. The initiative cemented Brand Institute’s reputation not just as a creative agency but as a vital player in global health safety.
If Brand Institute is the engine, James Dettore is its relentless driver. Known for his analytical mind and uncompromising standards, he has remained deeply involved in the day-to-day operations of the company. Despite being at the helm of a globally dominant firm, he’s known for having a personal touch — mentoring staff, reviewing client work, and pushing boundaries in both business and branding. “Brand Institute has always been powered by a team of experts who’ve helped shape the industry from the ground up. Our collaborative culture — built on respect, mentorship, and a shared drive to innovate — continues to fuel the work we do and the results we deliver.”
His approach has earned him accolades and recognition beyond the business world. In 2020, Dettore and his team were inducted into the Phi Lambda Sigma Pharmacy Leadership Society for their contributions to patient safety and pharmaceutical integrity. In 2024, Brand Institute was appointed to the prestigious CEO Roundtable on Cancer. It’s a testament to how deeply the company has woven itself into the healthcare and public health fabric.
One reason for Brand Institute’s continued dominance is its adaptability. The company has embraced remote and hybrid work environments, allowing talent across the globe to contribute to projects in real-time. But despite the digital nature of much of its work, the company maintains a surprisingly human culture. That philosophy trickles down to every department. Employees are encouraged to think beyond the creative and into the strategic. Linguists, regulatory experts, trademark analysts, and market researchers all collaborate to find the perfect balance between innovation and compliance.
As Brand Institute looks to the future, there’s no slowing down. With the rise of gene therapies, personalized medicine, and digital health platforms, the need for thoughtful, globally adaptable branding is only increasing. The company is investing heavily in AI-powered technologies to stay ahead of the curve, highlighted by its recent launch of BI•Q, a suite of AI-powered branding solutions and its lead product, Brandi, an AI-powered name generator designed specifically for the pharmaceutical industry. “Innovation is key for any company that plans to thrive in the future — but our future is about more than technology, it’s about purposeful evolution,” says Dettore. “We’re advancing our leadership in pharmaceutical and consumer branding by empowering our team and fostering a culture where passion and dedication drive everything we do. We believe work should be rewarding. When you love what you do, it shows in the quality of your work and the relationships you build and sustain over time.”
From its modest beginnings to its current role as the world’s most trusted naming authority, Brand Institute is a story of vision, discipline, and the power of the right word at the right time. With James Dettore at the helm, its next chapter promises to be just as influential — and just as carefully named; BrandInstitute.com.
