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Defending the Empty Vessel Approach to Naming

We’ve all heard the maxim, if you can’t say anything nice, don’t say anything at all. A fine thought — but is there a place for “nothing” in the high-stakes world of pharmaceutical naming?
Also termed “blank canvas” or “clean slate” names, empty vessels are nondescript brand names that do not intrinsically communicate product attributes or benefits. Names such as Ativan or Xanax are considered nondescript since they do not convey inherent meaning to their…