Novo Nordisk rebrands as Novo amid competition with Eli Lilly
Novo Nordisk announced a corporate rebranding to simply 'Novo' in an effort to strengthen its market position and compete more effectively against rival Eli Lilly, particularly in the obesity drug sector. The new brand identity includes the slogan "Lasting Health Starts Now" and retains the company's iconic Apis bull logo while introducing four cultural principles: customer obsession, competitiveness, clarity, and care and integrity. The rebrand comes as Novo Nordisk faces increasing pressure from Eli Lilly in a rapidly evolving market. In Q2 2026, Lilly captured 60.9% of the obesity drug market compared to Novo's 38.8%. The company also reported setbacks including a failed late-stage trial for its cardiovascular drug ziltivekimab and significant share price declines. Despite these challenges, some positive developments include over 3 million prescriptions filled through June for the oral version of Wegovy. Novo plans to outline its updated corporate strategy in detail at an upcoming Capital Markets Day event on September 21.
Topics: corporate strategy obesity market competition rebranding