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Branding History: Sanofi Pasteur Case Study


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How Sanofi Pasteur enhances its brand by writing about a history of innovation

Published in: Health & Medicine, Business
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Branding History: Sanofi Pasteur Case Study

  1. 1.   Branding History  When biologics company Aventis Pasteur decided to celebrate its centennial, it asked me to  write a yearbook. Now Sanofi Pasteur, the company wanted a simple way to document its  history and motivate employees. After a week in the company archives I discovered the  founder had made major contributions to public health. Yet the world at large knew nothing  about him.    Sensing greater possibilities, I created a work that could share shelf space with commercially  published books, something that would show the company at its best, yet maintain credibility  with readers. Together the company and I sold The Spirit of Swiftwater to a highly respected  academic press, using the book to influence public policy and extend the company’s brand.    The strategy worked. Years later the company continues to distribute The Spirit of Swiftwater to  key thought‐leaders in the public and private sectors. Even by those who aren’t in the industry,  Sanofi Pasteur is known today as a world leader in vaccines, in part because it chose to tell its  story in a visible and compelling way.