AstraZeneca

AstraZeneca is a global, science-led biopharmaceutical company that focuses on the discovery, development and commercialisation of prescription medicines. With a score of 7.87, it comes in at number 17.

The purpose, ‘To push the boundaries of science to deliver life-changing medicine’, is aspirational and speaks nicely to the ‘why’ rather than the ‘what’. It also serves as a red thread, closely aligning with and influencing brand components such as the narrative, values and personality. The purpose is supported by a detailed sustainability strategy with bold targets and ambitions for the future. In light of the COVID-19 pandemic, AstraZeneca has also created an entirely new microsite which serves as a global information hub about the virus, aligning with its aspiration for a future where all people have access to sustainable healthcare solutions. Similar to other B2B brands, AstraZeneca has an opportunity to further develop its values. Although the headings are ownable, the values could benefit from supporting explanation to make them more meaningful and actionable. The main opportunity with the brand lies in further developing its visual style. For an organisation with such bold ambitions, the brand identity feels somewhat outdated and lacklustre.