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Brand Institute Overview

Miami, FL
51 to 200 employees
Company - Private
Business Services
$50 to $100 million (USD) per year
The name is the game at Brand Institute. Specializing in the pharmaceutical industry, Brand Institute provides business consulting services in the areas of branding, market research, and design (logos, brochures, and packaging). Clients have included GlaxoSmithKline, Eli Lilly ... Read more

Mission: Brand Institute is the global leader in brand name and identity development. We provide a broad portfolio of services to our healthcare, consumer and business-to-business clients, including creative brand name development, trademark searches, market research, and visual identity ... Read more

Brand Institute – Why Work For Us?

Founded in 1993, Brand Institute (BI) was created on this principle: provide the most experienced professionals with the highest quality services in a timely manner at a competitive price. As we strive to deliver industry-leading nomenclature services based on our clients needs, we are ever changing our internal landscape to be more targeted and efficient.

We recognized early on that we are only as good as our people and purposefully brought on, and retained, in-house healthcare and branding professionals to offer the best value, knowledge, experience and exceptional service to our clients. We understood the highly specialized nature of our business and decided to adapt traditional branding methods to be more specific to our healthcare, consumer and B2B clients’ needs. We listened to our clients and we learned from regulatory and industry leaders, quickly evolving to changes in the marketplace. We kept a laser focus on our core competencies (i.e., Brand Strategy, Name Creation, Trademark Screening, Market Research, Safety & Regulatory Research and Design) and continuously innovated in each of these areas.

These principles and the dedication of our people have allowed Brand Institute to become the world’s leading branding consultancy, with a portfolio of more consumer & healthcare brand names and identities than any other branding agency in the world!
(approximately 3,000 brands for 1,000 companies).

James L. Dettore

Chairman & CEO

As senior strategist and founder of Brand Institute (BI) in 1993, James Dettore furthered the BI hallmark of innovation and excellence through the founding of Drug Safety Institute (DSI) in 2004. DSI is a premier company in and of itself, providing unparalleled expertise and cutting edge regulatory services, setting the standard for the industry.

Mr. Dettore graduated from the Harvard University Graduate School of Business Administration and currently serves on the Executive Committee, Harvard University New York Chapter Owner & President Management Chapter (OPM).

Mr. Dettore's thirty plus years of brand management experience includes employment with PepsiCo., J.Walter Thompson, Hilton International Hotels and Ralph Lauren.

William T. Johnson


Mr. Johnson joined BI - Miami in 1997 as Market Research Manager. He was promoted to Director, Brand Development for BI - New York in 1999, Managing Director for BI - New York in 2001, President, U.S. Eastern Division in 2003, President, U.S./Canada Eastern & Midwestern Divisions in 2010, and in 2012 promoted to President of Brand Institute. He is responsible for the Austin, Boston, Chicago, Frankfurt, Geneva, London, Los Angeles, New York, Philadelphia, Raleigh-Durham, San Francisco, Tokyo and Toronto regions. Prior to Brand Institute, Mr. Johnson was with Harvard Pilgrim Health Care and Harvard Medical School.

He earned his B.S. from Princeton University.

Dave A. Dettore

President, U.S. Western Division & Asia

Mr. Dettore joined BI - New York in 1994 as Director, Brand Development. During his tenure, he served as President for San Francisco, Chicago, Raleigh-Durham and Los Angeles offices. He was promoted to President, U.S. Western Division and Asia in 2008 and is responsible for the Los Angeles, San Francisco and Tokyo regions.

Mr. Dettore earned his B.S. in Electrical Engineering and an M.B.A. from the University of Notre Dame.

Why Choose Us?

Unlike our competitors, our core competency is branding - not advertising. We maintain the highest level of project confidentiality. Your project information is not shared with non-relevant departments and personnel. Our 16 global offices are dedicated 100% to your branding assignment.

All services are a la carte and conducted in-house by 150 full time specialists at Brand Institute and its subsidiary Drug Safety Institute. This ensures quality, confidentiality, industry know-how, client/project customization, and best value.

  • Local Account Teams = knowledge, accessibility & efficiency
  • Creative Strategists & Naming Experts = culturally-relevant, linguistically-viable and cutting-edge hand-crafted names
  • Trademark Attorneys and Paralegals = quick turnaround, accuracy and unparalleled value
  • In-country Linguistic Panel Members = worldwide appropriateness

Expert Spotlight

February 2017 - Q&A with Belinda Guzman - Vice President, Administration

BI: Belinda, can you tell us a little about your position at Brand Institute and your day-to-day responsibilities? What are your main responsibilities, what would you say are the most challenging and why?

BG: I wear many hats…I’m in charge of our recruiting efforts, I oversee the administration department, I manage our employee contracts and benefits, and I also personally assist Mr. James Dettore, our Chairman and CEO. I’d say the most challenging aspect is finding the ideal candidate – one who has the combination of skills, experience, and personality that we’re looking for.

BI: What is it like being in charge of employees in so many different offices around the world?
BG: It’s very rewarding to be able to experience the diversity in cultures within our company. There is also a challenge in managing the different labor laws that exist for some of our offices worldwide.

BI: What are some of the biggest challenges in finding and retaining top talent in such a unique field such as brand naming for healthcare?
BG: I’d say it’s finding someone who fits our company’s values and culture who also has the education and experience. We focus on finding a people person who can contribute. In terms of retaining employees we offer competitive salaries and benefits and put great effort into creating a dynamic workplace.

BI: You’ve been at BI since 2006, and a lot can change in 11 years. How challenging was it to build a company to serve a specialized market that barely existed at the time?
BG: It was very challenging in the sense that the company wasn’t nearly as established as it is now. The company has grown tremendously since then but the tough part back then was finding individuals who bought into our mission and vision, and who were motivated to offer best in class service.

BI: What do you do to stay motivated, and to keep your team motivated?
BG: I’ve been here 11 years and I don’t see this as work; I treat BI as my second family. I keep myself motivated by knowing there are always new challenges on the horizon. I also keep a positive environment for the team which helps keep everyone motivated. I like to work with my team and lead them, rather than just be their boss.

BI: What skill would you say is the most critical in your position?
BG: Organizational skills are crucial. At any given time there can be several different challenges in various aspects of the company. These help me be efficient and focus my attention on the task at hand.

BI: What makes the work environment at BI so unique?
BG: I would say it’s our positive mindset. We try and create this type of contagious atmosphere within our workplace. Staying positive reflects extremely well on the quality of work we’re able to produce.

BI: How do you feel BI will take on any future workforce changes?
BG: We place great importance in flexibility in the workplace. This allows us to easily adapt to meet any change in employee needs.

Brand Institute Reviews

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Brand Institute President and CEO Jim Dettore
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139 Ratings
  • Helpful (1)

    "New business development"

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    Current Employee - Brand Development Associate in Miami, FL
    Current Employee - Brand Development Associate in Miami, FL
    Positive Outlook
    Approves of CEO

    I have been working at Brand Institute full-time (Less than a year)


    Great leaning from the leader in the Brand Naming Category. My boss has been with the company for over ten years and he makes everyone feel special and is extremely helpful in learning our jobs.
    I enjoy coming to work everyday. Great working atmosphere.


    So far there is none I enjoy coming to work everyday.

    Advice to Management

    Keep up the good work for myself and the other team members. Thank you for listening to our needs and making it happen

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Brand Institute Photos

Brand Institute photo of: Breast Cancer Awarness Month
Brand Institute photo of: Holiday Party 2011
Brand Institute photo of: Holiday Party 2011
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Brand Institute Interviews

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  1. Helpful (3)  

    Associate Director, Brand Development Interview

    Anonymous Interview Candidate in Boston, MA
    No Offer
    Negative Experience
    Easy Interview


    I applied through other source. The process took a week. I interviewed at Brand Institute (Boston, MA) in February 2017.


    I was contacted through linkedin regarding an Associate Director position, I was interested so I submitted my resume to the e-mail provided. I was contacted the same day with a request to set up a phone interview with the CEO and a lead administrator.

    Everyone else is correct when they say that they were very rushed with regards to scheduling the interview. 2 days later the phone interview took place. The CEO had to leave after a minute or so, but the administrator was very cordial and suggested that we set up an in person interview. So far, so good. I had read the negative reviews on glassdoor before my phone interview, so I was admittedly skeptical beforehand but since that interview went well, I was willing to do an in-person interview.

    They wanted a very quick turnaround on the in-person interview as well - I had to reschedule due to a big snowstorm but it still was scheduled very soon after the phone interview. The morning after the snowstorm I was driving over to the interview and I received a phone call stating that the interview was cancelled because the position had been put on hold. This was exceptionally unprofessional. They utterly wasted my time after they initially reached out to me. After this type of behavior I would encourage anyone to not spend any of their precious time following up with this company. After reading all of the reviews on here, it seems as though professionalism, common courtesy and decency are traits that this company very clearly lacks. Look elsewhere for your career. I was affronted at the terrible way they dealt with my interview, but count myself lucky that I didn't end up taking a job with them.

    Interview Questions

    • This position requires a lot of presentations, is that something you are comfortable with?

      This job may require some early mornings or late nights depending on when clients want to meet - is this something that you could work with?  
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