When it comes to pharma corporate branding, Biogen is onto something

Pharma may have something to learn from Biogen's ($BIIB) recent move to lop the "Idec" off its name. It's not enough to rely on big drug brands and product messaging to attract consumers--and often, it's not even a good idea, brand strategists say. Instead, today's drugmakers are working to build corporate marketing platforms that tell a broader brand story. More