STAT+: What’s in a name? Novo looks to a rebrand

STAT PlusPharma What’s in a name? Novo looks to a rebrand The company is attempting a culture shake-up as it tries to steady itself Manage alerts for this article Email this article Share this article By Andrew JosephSept. 14, 2026 Europe Correspondent Andrew Joseph[email protected]Andrew covers the biopharma industry, scientific research, and public health across the continent.

You can reach Andrew confidentially on Signal at drewqjoseph.71. It’ll be the company formerly known as Novo Nordisk. The Danish firm, whose diabetes and obesity drugs have become household names, said Monday it would embrace “Novo” as its new brand, part of a culture shifts that aims to signal the company will “move ahead with greater focus, speed, and impact.” Advertisement The rebrand, featuring the slogan “Lasting Health Starts Now,” is part of Novo’s turnaround attempt.

The company, which was first out of the gate in the modern GLP-1 era, has since fallen behind Eli Lilly in the obesity market and underwhelmed investors with its pipeline. Shares are down nearly 20% over the past year, part of a broader collapse in the company’s stock since its peak in 2024, when it was Europe’s most valuable company. STAT+ Exclusive Story Already have an account?

Log in This article is exclusive to STAT+ subscribers Unlock this article — plus daily coverage and analysis of the pharma industry — by subscribing to STAT+. Already have an account? Log in Monthly $39 Totals $468 per year $39/month Get Started Totals $468 per year Starter $30 for 3 months, then $399/year $30 for 3 months Get Started Then $399/year Annual $399 Save 15% $399/year Get Started Save 15% 11+ Users Custom Savings start at 25%!

Request A Quote Request A Quote Savings start at 25%! 2-10 Users $300 Annually per user $300/year Get Started $300 Annually per user View All Plans To read the rest of this story subscribe to STAT+. Subscribe Log In Obesity, Pharmaceuticals, STAT+ Submit a correction requestReprints Andrew Joseph Europe Correspondent Andrew covers the biopharma industry, scientific research, and public health across the continent.

You can reach Andrew confidentially on Signal at drewqjoseph.71. Newsletter Understand how science, health policy, and medicine shape the world every day Recommended First Opinion September 14, 2026 Am I a hypocrite for loving football despite CTE? First Opinion September 14, 2026 Restoring public trust in science doesn’t have a simple solution.

That’s OK Advertisement Unraveled September 14, 2026 The GOP’s $50 billion rural health fund is coming up short, hospital leaders say Pharmalot September 13, 2026 STAT Plus: Trump’s secretive pharma deals may undermine ‘most-favored nation’ pricing, an analysis suggests Pharma September 12, 2026 STAT Plus: Breast cancer pill from AstraZeneca misses mark in pivotal trial Subscriber Picks