It's true that a year or so ago ICl's Sir Denys Henderson was trying to solve a riddle put to him by Lord Hanson. But it's pure myth that the solution struck him - like a torrent of scalding water - while he was in the shower so that he leapt from it with a cry of "Zeneca!" On the contrary, the name chosen for ICI's biosciences businesses, which form a distinct corporate entity this month, was the product of a huge effort. Staff of branding consultancy Interbrand thought up over 1,000 possibilities. David Barnes, Zeneca's CE, has revealed that the winner came from "zenith". Yet there may have been classical influences, too. Remember Zeno, founder of the Stoic school in Athens? Seneca, the Roman philosopher, was also a Stoic. And you have to be one to be associated with ICI these days - as manager or shareholder.
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