Novo Nordisk Rebrands as Novo to Combat Eli Lilly

The Danish pharmaceutical company Novo Nordisk rebranded its day-to-day identity to Novo on September 14, introducing a new bull logo and the slogan Lasting Health Starts Now. While Novo Nordisk remains the legal corporate name, the shift aims to make the brand more memorable and relevant to a growing consumer base seeking weight loss rather than traditional medical treatment.

Chief Executive Mike Doustdar is leading a cultural reset to make the company leaner and more competitive. This effort includes four new corporate principles focused on ethics, performance, simplified workflows, and patient-centric innovation. The move comes as the company faces intensifying pressure from Eli Lilly and Company. Although Novo Nordisk held a 59.6% branded-volume share in 2025, Eli Lilly has shown stronger recent momentum, with Mounjaro sales increasing 91% in the second quarter of 2026.

Novo Nordisk is also managing a 3.6 percentage point decline in diabetes value-market share and weaker-than-expected sales for its oral Wegovy. The company intends to accelerate research and development and streamline decision-making to address these challenges and prepare for the semaglutide patent cliff expected early next decade. Further business strategy changes will be detailed during the company's Capital Markets Day on September 21.