‘We lost relevance’: How Moderna plans to reignite its brand post-Covid
Moderna is launching its first major brand campaign under the watch of chief brand officer, Kate Cronin, who was hired at the height of the pandemic, as it looks to build on the relationship it established with consumers during Covid.
The pandemic gave Moderna an influx of brand fame. As one of the biggest providers of vaccines against Covid-19, the pharmaceutical firm became a household name overnight.
It ranked as one of the most visible brands in the US in 2021, and the third highest in terms of reputation, according to data from Axios and Harris Poll. However, by 2022, with the pandemic beginning to ease, it did not make the list at all.
However, the brand is now looking to make a name for itself outside of the pandemic and raise awareness among consumers about the work it does beyond Covid research.