Bachem is specialized in the process development and the manufacturing of peptides and complex organic molecules as active pharmaceutical ingredients (APIs), as well as innovative biochemicals for research purposes.

The rebranding is the final step in the restructuring of the Swiss company. Dr. Birgit Megges interviewed Dr. José de Chastonay, CMO of Bachem, about the rebranding strategy.

CHEManager International: In 2012 Bachem decided to refocus on their main business of peptide chemistry. Has the rebranding now been a logical consequence?

J. de Chastonay: Due to Bachem's change in strategy and the re-focus on the core business of peptides, the brand personality and tagline have no longer been in accordance with the new situation. An adaption has been inevitable, allowing us to realize a new, more contemporary brand appearance.

What is the message of the new slogan "Pioneering Partner for Peptides"?

J. de Chastonay: The new slogan perfectly matches the company's strategy. It states clearly who we are, what we do best and how we position ourselves in the industry. Apart from the strategy "Focusing on peptides", it transports further key messages, which characterize Bachem. Since the early 1970ies we are leading in the field of peptides, which is expressed in "pioneering". Equally important for us is the partnership aspect, which we are already known for. We are not only a  service provider and manufacturer, but it is essential for us to perform projects in close collaboration with our customers, because this is the only way to achieve the best service and the best results.

Only changing the slogan is not enough. What else will change?

J. de Chastonay: The new strategy and the idea represented by our slogan, shall be lived within the Bachem group. We have to visualize the change for our employees and, as team, establish recommendations for the realization. In order to establish the new brand personality, we are in the process of a rebranding initiative. Fundamental is the clear communication of who we are today, how we want to develop in the future and how we will ensure our leadership claim.

The change is visualized by the unique appearance we created with the new logo, the new font, messages and, of course, the new slogan.

How will customers benefit from the rebranding?

J. de Chastonay: Our customers will benefit directly from the rebranding, because the partnership aspect has gained even greater significance in the collaboration. Our customers will benefit indirectly from us in the future, because we will continue enhancing our leading position in peptide know-how. This expertise is not only based on our company's history, but also on the importance of innovation for us. This combination makes us an attractive long-term partner.

Bachem is a leader in the peptide business. But there are also competitors. How do you differentiate?

J. de Chastonay: As an integrated service provider we support our customers in all development phases of a project, starting from early research and development, to API synthesis for clinical studies and further to commercial production of approved products. Biotech and pharmaceutical companies are our customers as well as research institutes. The variety of services qualifies us as a partner along the entire value chain. We are known for performing complex technical projects efficiently in a partnership collaboration together with our customers.

At present, which products are mainly requested on the peptide market?

J. de Chastonay: The established peptide generics are being ordered regularly. An example is Goserelin for the treatment of prostate cancer and endometriosis. The number of products going into clinical phases is growing. But those are being ordered at irregular intervals.