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

Novo Nordisk said Monday it will adopt “Novo” as its new brand, a move the Danish diabetes and obesity drugmaker described as part of a culture shift intended to signal it will “move ahead with greater focus, speed, and impact.” The rebrand includes the slogan “Lasting Health Starts Now.”

The change comes as part of Novo’s turnaround attempt. The company was first out of the gate in the modern GLP-1 era, but has since fallen behind Eli Lilly in the obesity market and underwhelmed investors with its pipeline.

Its shares are down nearly 20% over the past year, part of a broader collapse since its 2024 peak, when it was Europe’s most valuable company. The STAT+ story is exclusive to subscribers.