Where Great Brands Begin!

Founded in 1993, Brand Institute (BI) was created on this principle: provide the highest quality name development services, produced and presented by the most experienced professionals, in a timely manner, and at a competitive price. As we strive to deliver industry-leading nomenclature services, we are constantly adapting to our clients’ needs to deliver greater value and successful outcomes.


To provide best-in-class strategy, name development, trademark screening, market/safety research and visual identity services to our valued, global clientele, delivered by 300+ of the most experienced and forward-thinking branding professionals in our industry.


To maintain and grow our leadership role in nomenclature and brand identity development by always listening and responding promptly to our client’s needs, fostering cross-functional “internal” team collaboration, advancing the quality of our services via in-house departmental experts, leading technology, and providing the industry’s most innovative, proven and results-driven methodology.

Brand Promise

To exceed our client’s expectations every day by providing the highest quality deliverables supported by outstanding service and unparalleled expertise, at an exceptional value; and to support our team of experts with the most sophisticated, leading-edge infrastructure, resulting in innovative, next generation nomenclature offerings, and a supportive working environment.

Brand Promise

To exceed our client’s expectations every day by providing the highest quality deliverables supported by outstanding service and unparalleled expertise, at an exceptional value; and to support our team of experts with the most sophisticated, leading-edge infrastructure, resulting in innovative, next generation nomenclature offerings, and a supportive working environment.

James L. Dettore, M.A.

Chairman & CEO

As senior strategist and founder of Brand Institute (BI) in 1993, James Dettore furthered the BI hallmark of innovation and excellence through the founding of Drug Safety Institute (DSI) in 2004. DSI is a premier company in and of itself, providing unparalleled expertise and cutting edge regulatory services, setting the standard for the industry.

Mr. Dettore graduated from the Harvard University Graduate School of Business Administration and currently serves on the Executive Committee, Harvard University New York Chapter Owner & President Management Chapter (OPM).

In 2020, Mr. Dettore was inducted into the Phi Lambda Sigma Pharmacy Leadership Society in recognition of BI and DSI's support of the pharmacy profession and commitment to patient safety.

Mr. Dettore's thirty plus years of brand management experience includes employment with PepsiCo., J.Walter Thompson, Hilton International Hotels and Ralph Lauren.

Divisional Leadership Team

William Johnson

Global President

Mr. Johnson joined BI - Miami in 1997 as Market Research Manager. He was promoted to Director, Brand Development for BI - New York in 1999, Managing Director for BI - New York in 2001, President, U.S. Eastern Division in 2003, President, U.S. / Canada Eastern & Midwestern Divisions in 2010, and in 2012 promoted to Global President of Brand Institute. He is responsible for all eighteen (18) worldwide Brand Institute offices and is currently based in the New York office. Prior to Brand Institute, Mr. Johnson was with Harvard Pilgrim Health Care and Harvard Medical School.

Mr. Johnson earned his B.S. from Princeton University.

David Dettore

President, U.S. Western Division & Asia

Mr. Dettore joined BI - New York in 1994 as Director, Brand Development. During his tenure, he served as President for San Francisco, Chicago, Raleigh-Durham and Los Angeles offices. He was promoted to President, U.S. Western Division and Asia in 2008 and is responsible for the Los Angeles, San Francisco, Seattle, Seoul and Tokyo regions.

Mr. Dettore earned his B.S. in Electrical Engineering and an M.B.A. from the University of Notre Dame.

Courtney Kilroy

Divisional President - Pacific Northwest

Mrs. Kilroy joined BI – San Francisco in 2003 Director Brand Development. She was promoted to Managing Director, San Francisco in 2005, President, San Francisco in 2009 and then Divisional President Northern California & Pacific Northwest in 2019. She also worked with Microsoft European Operations Centre, Guess, Inc., Gap Inc., and Fox Television Studios. She has been with Brand Institute for over 15 years and has worked on over 250 Brand Names, 175 Nonproprietary Names, 40 Medical Devices, 35 Corporate Identities and Logos and 15 Clinical Trial Names canvassing all therapeutic categories.

She earned her B.A. from Loyola Marymount University.

Jerry Phillips

President, Client Relations

Mr. Phillips joined Drug Safety Institute (DSI) - Miami as President & CEO in 2004 and he was promoted to President, Client Relations at Brand Institute. He retired from the U.S. Public Health Service at the Food and Drug Administration (FDA) in 2004, after 16 years with the Agency. Joining the Agency in 1988, he became the Director of the Division of Labeling and Program Support in the Office of Generic Drugs, where he shared responsibility for the approval of all generic drugs in the U.S. In particular, he developed his expertise in the labeling and safe use of pharmaceutical products. In December of 1998, he became the Associate Director for Medication Error Prevention in the newly created Office of Post-Marketing Drug Risk Assessment (OPDRA), which is now known as the Office of Surveillance and Epidemiology (OSE).

During his 6 years with OSE, he created and became the Acting Director of the Division of Medication Errors and Technical Support (DMETS), recently renamed Division of Medication Error and Prevention Analysis (DMEPA), responsible for the review and analysis of all proprietary names in the United States. While with the OSE, he developed the methodology that the FDA uses in testing all U.S. proprietary names for safe use.

Mr. Phillips’ leadership in preventing medication errors has included work on a plethora of projects and committees stateside, including the recent Bar Coding Rule published by the FDA. In addition, he was the Chair of the Medication Errors Committee in the FDA’s Center for Drug Evaluation and Research, Chair of the National Coordinating Council for Medication Error Reporting and Prevention (NCC MERP), principal of the Taxonomy of Medication Errors created by NCC MERP, member of NIOSH Working Group on Hazardous Drugs, and member of the Department of Defense (DoD) working group to establish pharmaceutical bar coding in the DoD.

Mr. Phillips earned his B.S. in Pharmacy from the University of Houston and completed an ASHP hospital pharmacy residency at the U.S. Public Health Service hospital in Staten Island, N.Y.

Mr. Phillips oversees all proprietary & nonproprietary strategy, naming, safety research, labeling, risk management, name submissions, rebuttals and special consults for DSI.

Hermann Spicker

President U.S. Eastern Division & Canada

Mr. Spicker joined Brand Institute in 2009 as Associate, Brand Development responsible for brand management and new business development for the Chicago and Toronto regions. In 2011, he was promoted to Director, Brand Development - Raleigh-Durham. In 2014, he was promoted to Vice President, Brand Development – Boston and in 2015, he was promoted to President, Boston. Mr. Spicker was recently promoted to Divisional President, U.S. Eastern Division & Canada.

During his tenure at Brand Institute, Mr. Spicker has worked on 750+ global nonproprietary and brand name development initiatives encompassing multiple therapeutic areas and industries.

He earned his Bachelor’s Degree in International Business and French from Florida International University and completed his Executive Education at Harvard Business School. Mr. Spicker serves as a Brand Ambassador for the Harvard Club of Boston.

Brian Frasca

Divisional President, Midwestern U.S.

Dr. Frasca joined Brand Institue as a Drug Safety Evaluator in 2010. Dr. Frasca was promoted to Vice President of Brand Strategy, Market & Safety Research in 2015, where he oversaw over 850 nomenclature research projects worldwide in 2016. In 2017 he was promoted to President, Chicago and most recently promoted to his current position as Divisional President, Midwest Region. Prior to joining Brand Institute, he worked in various roles of retail pharmacy in MA and FL and as a Consultant Pharmacist in FL. He earned his B.S. in Pharmacy from Northeastern University, Consultant License at University of Florida and in 2014 completed his executive M.B.A. program with a concentration in Marketing.

Divisional Operational Team

Carlos Gomez

Senior Vice President, IS

Amauris Diaz

Senior Vice President, Visual Identity

Rogelio Reyes, Esq.

General Counsel

Mary Lewis

Vice President, Professional Development

Scott Piergrossi

President, Operations & Communication

Can Celebican

Vice President, Business Development

Luisanna Mejia

Vice President, Market Research

Cristina Milesi, Pharm.D.

Vice President, Safety Research

Alejandro Bretana

Vice President, IT

Katherine Millan, MST

Vice President, Finance

Loreline Amilhat, M.B.A

Vice President, Brand Strategy

Alexa Lash

Vice President, Creative Projects & Innovations