Does Novo Nordisk’s slimmed down rebrand signal a new era of DTC revivalism?

Novo Nordisk, the Dandish drugmaker behind the weight-loss drugs Ozempic and Wegovy, announced it’s rebranding to “Novo” beginning this week. It’s part of a larger trend in healthcare branding. The rise of telehealth, direct-to-consumer pharmaceutical companies, and consumer-facing GLP-1s has drugmakers rebranding their once sterile brands to something more friendly. Novo Nordisk is no exception. Its refreshed public-facing brand is designed to catch the eye of consum...